"I think a lot of women feel what you feel but are afraid to say it out loud because as women we are raised in this society to be selfless and to be givers, " she says.

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When my mother made me scrub the bathtub or god forbid the toilets, I was transformed into the selfless millionaire who would be doing the maid a favor for the day.

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Many kinds of apparently selfless behaviour may in fact be self-interested in the way economics proposes but not all.

ECONOMIST: The benevolence of self-interest | The

If today's citizens are lacking in selfless patriotism, one culprit has to be the absence of leaders beyond moral reproach.

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Your selfless service shows who we are, who we always will be -- united as one people and united as one nation -- for you embody and stand up for the values that make us what we are as a people.

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If acts that were both costly and purely selfless were common, outside the family or other close relationships, economics would be in trouble.

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Through the decades, however, the masses have responded most intensely not to calculated appeals to their self-interest (though that didn't hurt) but to selfless, if not self-sacrificing, crusades for what is seen to be just and righteous.

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Selfless Marketing, I alluded to it as an example of how the emergent business trend toward spirituality can be applied to business in a non-denominational, non-sectarian, yet highly effective way.

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