C. Lloyd Morgan
Conwy Lloyd Morgan, FRS (6 February 1852 – 6 March 1936) was a British ethologist and psychologist. He is best remembered for the experimental approach to animal psychology now known as "Morgan's canon".
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“Tell a man whose house is on fire to give a moderate alarm; tell him to moderately rescue his wife from the hands of the ravisher; tell the mother to gradually extricate her babe from the fire into which it has fallen; but urge me not to use moderation in a case like the present.”
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