Friedrich Nietzsche, Daybreak:  Reflections on Moral Prejudice. Morgenröte: Gedanken über die moralischen Vorurteile (also could be translated as The Dawn).

Written and published in 1881.

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We may observe the following process in ourselves and I should like it to be often observed and confirmed.  There arises in us the scent of a kind of pleasure to date unknown to us and consequently a new desire.  Now the question is what arises in opposition to this craving?  If those things are considerations of a common kind or people for whom we do have great respect then the goal of the new craving assumes the appearance of a "noble, good, praiseworthy feeling and one worthy of sacrifice": all the moral dispositions which have been inherited will adopt it and will add it to the those aims which we consider moral—and now we imagine that we are no longer striving after a pleasure but after a moral objective which greatly increases our confidence in our aspirations.  
 

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