--As regards man, we were made to accept the heresy that his motives
can be described as "material" and "ideal", and that the incentives on
which everyday life is organized spring from the "material" motives. Both
utilitarian liberalism and popular Marxism favored such views.
--As regards society, the kindred doctrine was propounded that its
institutions were "determined" by the economic system. This opinion was
even more popular with Marxists than with liberals.
Under a market economy both assertions were, of course,
true. But only under such an economy. In regard to the past, such a view
was no more than an anachronism. In regard to the future, it was a mere
prejudice. Yet under the influence of current schools of thought, reinforced
by the authority of science and religion, politics and business, these
strictly time-bound phenomena came to be regarded as timeless, as transcending
the age of the market....
...Single out whatever motive you please, and organize
production in such a manner as to make that motive the individual's incentive
to produce, and you will have induced a picture of man as altogether absorbed
by that particular motive. Let that motive be religious, political, or
aesthetic; let it be pride, prejudice, love, or envy; and man will appear
as essentially religious, political, aesthetic, proud, prejudiced, engrossed
in love or envy. Other motives, in contrast, will appear distant and shadowy
since they cannot be relied upon to operate in the vital business of production.
The particular motive selected will represent "real" man.
As a matter of fact, human beings will labor for
a large variety of reasons as long as things are arranged accordingly.
Monks traded for religious reasons, and monasteries became the largest
trading establishments in Europe. The Kula trade of the Trobriand Islanders,
one of the most intricate barter arrangements known to man, is mainly an
aesthetic pursuit. Feudal economy was run on customary lines. With the
Kwakiutl, the chief claim to industry seems to be to satisfy a point of
honor. Under mercantile despotism [=pre-capitalist Europe] industry was
often planned so as to serve power and glory. Accordingly, we tend to think
of monks or villeins, western Melanesians, the Kwakiutl, or 17th century
statesmen, as ruled by religion, aesthetics, custom, honor, or politics,
respectively....
...In actual fact, man was never as selfish as the
[liberal capitalist] theory demanded. Though the market mechanism brought
his dependence upon material goods to the fore, "economic" motives never
formed with him the sole incentive to work. In vain was he exhorted by
economists and utilitarian moralists alike to discount in business all
other motives than "material" ones. On closer investigation, he was still
found to be acting on remarkably "mixed" motives, not excluding those of
duty towards himself and others -- and maybe, secretly, even enjoying work
for its own sake.
...hunger and gain were defined as "economic" motives,
and man was supposed to be acting on them in everyday life, while his other
motives appeared more ethereal and removed from humdrum existence. Honor
and pride, civic obligation and moral duty, even self-respect and common
decency, were now deemed irrelevant to production, and were significantly
summed up in the word "ideal." Hence man was believed to consist of two
components, one more akin to hunger and gain, the other to honor and power.
The one was "material," the other "ideal"; the one "economic", the other
"non-economic"; the one "rational", the other "non-rational". The Utilitarians
went as far as to identify the two sets of terms, thus endowing the "economic"
side of man's character with the aura of rationality. He who would have
refused to imagine that he was acting for gain alone was thus considered
not only immoral, but also mad.