I develop and defend a maximizing theory of moral motivation: I claim that consequentialists should recommend only those desires, emotions, and dispositions that will make the outcome best. I advance a conservative account of the motives that are possible for us; I say that a motive is an alternative if and only if it is in our psychological control. The resulting theory is less demanding than its competitors. It also permits us to maintain many of the motivations that we value (...) most, including our love for those most important to us. I conclude that we are closer to meeting morality’s demands on our character than has been appreciated. (shrink)