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A UCLA researcher argues that rather than assuming people are basically selfish, government could more profitably encourage pro-social behavior.
IMO these are not just 'feel good' ideas. Most local customs that community pride themselves on are usually distinctions of unique pro-social behavior. And, interestingly, my guess is that they might actually be more prevalent in conservative communities. It would help to have a language for these phenomenon and their components. -It's powerful stuff.