Book I, Chapter 2
but to their self-love, and never talk to them of our own necessities but of their advantages.
Nobody but a beggar chuses to depend chiefly upon the benevolence of his fellow-citizens. Even
a beggar does not depend upon it entirely. The charity of well-disposed people, indeed, supplies
him with the whole fund of his subsistence. But though this principle ultimately provides him
with all the necessaries of life which he has occasion for, it neither does nor can provide him
with them as he has occasion for them. The greater part of his occasional wants are supplied in
the same manner as those of other people, by treaty, by barter, and by purchase. With the money
which one man gives him he purchases food. The old cloaths which another bestows upon him
he exchanges for other old cloaths which suit him better, or for lodging, or for food, or for
money, with which he can buy either food, cloaths, or lodging, as he has occasion.
From Adam Smith's View of Man Author(s): R. H. Coase Source: Journal of Law and
Economics, Vol. 19, No. 3, 1776: The Revolution in Social Thought (Oct., 1976), pp. 529-546
Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/725080
In The Theory of Moral Sentiments, man's actions are influenced by benevolence. In the
Wealth of Nations, this motive is apparently absent. This view is supported by a much-quoted
passage: "It is not from the benevolence of the butcher, the brewer, or the baker, that we expect
our dinner, but from their regard to their own interest. We address ourselves, not to their
humanity but to their self-love, and never talk to them of our own necessities but of their
advantages."
What is not quoted is something which Adam Smith says earlier in the same paragraph:
in civilized society [man] stands at all times in need of the co-operation and assistance of great
multitudes, while his whole life is scarce sufficient to gain the friendship of a few persons." This
puts a completely different complexion on the matter. For that extensive division of labour
required to maintain a civilized standard of living, we need to have the co-operation of great
multitudes, scattered all over the world. There is no way in which this co-operation could be
secured through the exercise of benevolence. Benevolence, or love, may be the dominant or, at
any rate, an important factor within the family or in our relations with colleagues or friends, but
as Adam Smith indicates, it operates weakly or not at all when we deal with strangers.
Benevolence is highly personal and most of those who benefit from the economic activities in
which we engage are unknown to us. Even if they were, they would not necessarily in our eyes
be lovable.
For strangers to have to rely on our benevolence for what they received from us would
mean, in most cases, that they would not be supplied: ". . . man has almost constant occasion for
the help of this brethren, and it is in vain to expect it from their benevolence only."' Looked at in
this way, Adam Smith's argument for the use of the market for the organisation of economic
activity is much stronger than it is usually thought to be. The market is not simply an ingenious
mechanism, fueled by self-interest, for securing the co-operation of individuals in the production
of goods and services. In most circumstances it is the only way in which this could be done.
(pp. 543-544)