Även om man inte drivs av godhet och altruism kan man ändå bete sig väl, om sådant beteende premieras av andra. För visst bryr vi oss om vad andra tycker om oss? Så här skriver Adam Smith i The Theory of Moral Sentiments (1759):

The success of such people, too, almost always depends upon the favour and good opinion of their neighbours and equals; and without a tolerably regular conduct these can very seldom be obtained. The good old proverb, therefore, That honesty is the best policy, holds, in such situations, almost always perfectly true. In such situations, therefore, we may generally expect a considerable degree of virtue; and, fortunately for the good morals of society, these are the situations of by far the greater part of mankind.”