The effectance motive helps explain the progress principle: We get more pleasure from making progress toward our goals than we do from achieving them because, as Shakespeare said, “Joy’s soul lies in the doing.

A culture that allows the concept of “safety” to creep so far that it equates emotional discomfort with physical danger is a culture that encourages people to systematically protect one another from the very experiences embedded in daily life that they need in order to become strong and healthy.

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So the next time a salesman gives you a free gift or consultation, or makes a concession of any sort, duck. Don’t let him press your reciprocity button. The best way out, Cialdini advises, is to fight reciprocity with reciprocity. If you can reappraise the salesman’s move for what it is — an effort to exploit you — you’ll feel entitled to exploit him right back. Accept the gift or concession with a feeling of victory — you are exploiting an exploiter — not mindless obligation.

[W]hen it comes to goal pursuit, it really is the journey that counts, not the destination. Set for yourself any goal you want. Most of the pleasure will be had along the way, with every step that takes you closer. The final moment of success is often no more thrilling than the relief of taking off a heavy backpack at the end of a long hike. If you went on the hike only to feel that pleasure, you are a fool.

let’s imagine that 95 percent of the food on Earth magically disappears tonight, guaranteeing that almost all of us will starve to death within two months. Law and order collapse. Chaos and mayhem ensue. Who among us will still be alive a year from now? Will it be the biggest, strongest, and most violent individuals in each town? Or will it be the people who manage to work together in groups to monopolize, hide, and share the remaining food supplies among themselves?

Most psychopaths are not violent (although most serial murderers and serial rapists are psychopaths). They are people, mostly men, who have no moral emotions, no attachment systems, and no concerns for others.5 Because they feel no shame, embarrassment, or guilt, they find it easy to manipulate people into giving them money, sex, and trust.

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You can see the rider serving the elephant when people are morally dumbfounded. They have strong gut feelings about what is right and wrong, and they struggle to construct post hoc justifications for those feelings. Even when the servant (reasoning) comes back empty-handed, the master (intuition) doesn't change his judgment.