So be good for goodness' sake

Behavioral and Brain Sciences 25 (2):261-262 (2002)
Altruism is traditionally encouraged by promoting a goal, for example, going to heaven. In contrast, Rachlin argues that altruistic behavior can be sufficiently reinforced by the abstract intrinsic reward that comes from maintaining an unbroken pattern of altruistic behavior. In my experience, there are very few people for whom this is true. For fellow atheists and anti-theists, I suggest an alternative.
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DOI 10.1017/S0140525X02340056
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