Two examples come to mind:

Aristotle described the "Great Soul". It is a virtuous agent (actor, player) that judges himself to be possessed of a great soul (in a self-referential evaluative disposition). He has the right measure of his worth and he courts the appreciation of his peers (but not of his inferiors) which he believes that he deserves by virtue of being virtuous. He has a dignity of demeanour, which is also very self-conscious. He is, in short, magnanimous (for instance, he forgives his enemies their offences). He seems to be the classical case of a happiness-increasing agent - but he is not. And the reason that he fails in qualifying as such is that his motives are suspect. Does he refrain from assaulting his enemies because of charity and generosity of spirit - or because it is likely to dent his pomposity? It is sufficient that a POSSIBLE different motive exist - to ruin the utilitarian outcome.

Adam Smith, on the other hand, adopted the spectator theory of his teacher Francis Hutcheson. The morally good is a euphemism. It is really the name provided to the pleasure, which a spectator derives from seeing a virtue in action. Smith added that the reason for this emotion is the similarity between the virtue observed in the agent and the virtue possessed by the observer. It is of a moral nature because of the object involved: the agent tries to consciously conform to standards of behaviour which will not harm the innocent, while, simultaneously benefiting himself, his family and his friends. This, in turn, will benefit society as a whole. Such a person is likely to be grateful to his benefactors and sustain the chain of virtue by reciprocating. The chain of good will, thus, endlessly multiply.

Even here, we see that the question of motive and psychology is of utmost importance. WHY is the agent doing what he is doing? Does he really conform to society's standards INTERNALLY? Is he GRATEFUL to his benefactors? Does he WISH to benefit his friends? These are all questions answerable only in the realm of the mind. Really, they are not answerable at all.

next: Parenting - The Irrational Vocation