John Stuart Mill,
A System of Logic, Ratiocinative and Inductive
(1843)
“ To the foregoing examples from physical science, let us add another from mental. The following is one of the simple laws of mind: Ideas of a pleasurable or painful character form associations more easily and strongly than other ideas, that is, they become associated after fewer repetitions, and the association is more durable. This is an experimental law, grounded on the Method of Difference. ”
