from without conscience, pg. 75.

Society has many rules, some formalized in laws, and others consisting of widely accepted beliefs about what is right and wrong. Each protects us as individuals and strengthens society's fabric. Fear of punishment certainly helps to keep us in line, but there are other reasons why we follow the rules:

• a rational appraisal of the odds of being caught
  
• a philosophical or theological idea of good and evil
  
• an appreciation of the need for social cooperation and harmony
  
• a capacity for thinking about, and being moved by, the feelings, rights, needs, and well-being of those around us.

i have unpleasant things about libertarians to say here, but you can just imagine them, 'kay?