President Hoover described Prohibition as “. . . a great social and economic experiment, noble in motive and far-reaching in purpose.” Thus, during this era, Prohibition became known as the "noble experiment." Prohibition was considered both noble and an experiment because the outlawing of alcohol was a completely novel concept that had the potential to radically transform a society, and it was considered a particularly noble experiment because it was an attempt to respond to the immoral and abusive acts that often transpired from alcohol intoxication. Prohibitionists considered their work to be based on morality and often on religion. They saw a strong connection between the evils of society and alcohol consumption, and they rooted their cause in a moral crusade against liquor. Prohibition is also referred to an as experiment because it failed to stop the consumption of alcohol.