“…The desire to see other people happy implies working for the greater good of society. Since Smith (1759Smith ( , 1976 elaborated on the happiness of others, many scholars consider Adam Smith a protoutilitarian (Campbell, 1971;Campbell & Ross, 1981;Otteson, 2002;Smith, 1759Smith, , 1976Valcarce, 2010;Witztum & Young, 2013). About two centuries later, progressive social campaigner Irvin Fisher contributed to the development of Utility Theory, which accounts for people's choices of goods and services (Fisher, 1930;Stigler, 1950).…”