Categorizing social behaviors as good or evil, kind or cruel, is a seemingly reasonable idea. When someone screams at us in traffic, the harmful intent requires little amplification signifying the one who screams is bad, and when someone helps a blind person across a busy street, there is little doubt about what has transpired signifying the person help is a good person. Yet the distinction is hardly this simple. For one thing, motives matter considerably. A person might scream at us quite justifiably for something we have done, or even to warn us of impending danger. A person may help someone in a genuinely emphatic way, passionately, nobly, but also perhaps be in a reluctant, inappropriately, or for purely self-presentational effects