William McDougall,
The Group Mind: A Sketch of the Principles of Collective Psychology
“ But, as I have pointed out in the Introduction to my Social Psychology, those who approached these problems were generally stimulated to do so by their interest in questions of right and wrong, in questions of norms and standards of conduct, the urgency of which demanded immediate answers for the practical guidance of human life in all its spheres of activity, for the shaping of laws, institutions, governments, and associations of every kind ”
