I have given this in general terms rather than as a specific instance. The principle which governs the interlapping and continually shifting group formation of society also governs the gregariousness.
Individualism, another instinct, is a concomitant of gregariousness, and naturally follows it. The desire for individual expression is always a trait of the individuals who go to make up the group. The appeal to individualism goes closely in hand with other instincts, such as self-display.
The instincts of acquisition and construction are minor instincts as far as the ordinary work of the public relations counsel is concerned. Examples of this type of appeal come readily to mind in the “Own your own home” and “Build your own home” campaigns.
The innate tendencies are susceptibility to suggestion, imitation, habit and play. Susceptibility to suggestion and imitation might well be classified under gregariousness, which we have already discussed.
Under habit would come one very important human trait of which the public relations counsel avails himself continually. The mechanism which habit produces and which makes it possible for the public relations counsel to use habit is the stereotype we have already touched upon.
Mental habits create stereotypes just as physical habits create certain definite reflex actions. These stereotypes or reflex images are a great aid to the public relations counsel in his work.
These short-cuts to reactions make it possible for the average mind to possess a much larger number of impressions than would be possible without them. At the same time these stereotypes or clichés are not necessarily truthful pictures of what they are supposed to portray. They are determined by the outward stimuli to which the individual has been subject as well as by the content of his mind.