A quotation by Aristotle

[Arguments] seem unable to influence the masses in the direction of what is noble and good. For the masses naturally obey fear, not shame, and abstain from shameful acts because of the punishments associated with them, not because they are disgraceful.

[τοὺς δὲ πολλοὺς ἀδυνατεῖν πρὸς καλοκαγαθίαν προτρέψασθαι: οὐ γὰρ πεφύκασιν αἰδοῖ πειθαρχεῖν ἀλλὰ φόβῳ, οὐδ᾽ ἀπέχεσθαι τῶν φαύλων διὰ τὸ αἰσχρὸν ἀλλὰ διὰ τὰς τιμωρίας]

Aristotle (384-322 BC) Greek philosopher

Nicomachean Ethics [Ἠθικὰ Νικομάχεια], Book 10, ch. 9 (10.9.3-4) / 1179b.10ff (c. 325 BC) [tr. Crisp (2000)]

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More notes and sourcing on WIST: https://wist.info/aristotle/5781/