GREGORY MCGUIRE THE SCIENTIFIC STUDY OF "LA MORALE" AT THE BEGINNINGS OF MODERN SOCIAL PSYCHOLOGY IN FRANCE This paper emphasizes the fundamental importance of the science of "la morale" as modern social psychology developed around the turn of the century. It is suggested that moral imperatives and influences were seen as vital determinants of social behaviour on many levels, and that both intrinsic moral factors {l'obligation morale) and extrinsic moral factors (le devoir moral) provided the foundation for many other social influence factors (imitation, hypnosis and suggestion, etc.). Focusing on the early development of social psychology and social theory in France, this paper examines the evolution of the study of la morale from a first ...