“The idea A may be intrinsically exciting to us. The idea Z may derive its interest from association with some remoter good. A may be our sweetheart. Z may be some condition of our soul’s salvation. Underthese circumstances, if we succeed in attending to Z at all it is always with expenditure effort. The ‘ideational preparation’, the ‘perception’ of A keeps going on of its own accord, whilst that of Z needs incessant pulses of voluntary reinforcement” (James 1980, S. 451).