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Enlightened self-interest is a philosophy in ethics which states that persons who act to further the interests of others , ultimately serve their own self-interest.
It has often been simply expressed by the belief that an individual, group, or even a commercial entity will "do well by doing good".
The term enlightened self-interest has been criticised as a mere ideological or semantic device of neoclassical economic theory to justify this type of behaviour. It has been considered at best a variant of self-interest that is unsuitable for the establishment of personal and public relations, because like the definition of self-interest in the standard rational choice model, it fails to characterise human behaviour ethically, psychologically and cognitively.