Summary
Smith reveals how powerfully custom and fashion shape our moral judgments, even when we think we're being objective. While our deepest moral instincts resist complete corruption—we'll never celebrate a Nero—the surface layers of our ethics bend constantly to social pressure. The chapter explores how different professions cultivate different moral personalities: clergy develop gravity, soldiers embrace recklessness, merchants prize frugality. Smith shows this isn't random—each profession's circumstances genuinely require certain traits. A general can't grieve publicly during battle; a clergyman can't be frivolous when discussing eternal damnation. But fashion can also corrupt judgment, making vice seem virtuous when practiced by the powerful. Smith contrasts 'civilized' and 'savage' societies, noting how harsh conditions create people of extraordinary self-control and stoicism, while comfortable societies allow more emotional expression but may weaken character. The most dangerous influence of custom appears in specific practices rather than general character—societies can normalize horrific acts like infanticide through gradual acceptance. Smith argues that while custom inevitably influences our moral sense, we must distinguish between adaptations that serve genuine human needs and those that merely reflect power, convenience, or historical accident. The chapter serves as both explanation and warning about the social construction of morality.
Coming Up in Chapter 33
Having explored how society shapes our moral feelings, Smith now turns to examine the great philosophical systems that attempt to define virtue itself. What makes someone truly good—is it balanced emotions, self-interest, or concern for others?
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An excerpt from the original text.(~500 words)
Of the influence of custom and fashion upon moral sentiments. Since our sentiments concerning beauty of every kind are so much influenced by custom and fashion, it cannot be expected, that those, concerning the beauty, of conduct, should be entirely exempted from the dominion of those principles. Their influence here, however, seems to be much less than it is every where else. There is, perhaps, no form of external objects, how absurd and fantastical soever, to which custom will not reconcile us, or which fashion will not render even agreeable. But the characters and conduct of a Nero, or a Claudius, are what no custom will ever reconcile us to, what no fashion will ever render agreeable; but the one will always be the object of dread and hatred; the other of scorn and derision. The principles of the imagination, upon which our sense of beauty depends, 272are of a very nice and delicate nature, and may easily be altered by habit and education: but the sentiments of moral approbation and disapprobation, are founded on the strongest and most vigorous passions of human nature; and though they may be somewhat warpt, cannot be entirely perverted. But though the influence of custom and fashion, upon moral sentiments, is not altogether so great, it is however perfectly similar to what it is every where else. When custom and fashion coincide with the natural principles of right and wrong, they heighten the delicacy of our sentiments, and increase our abhorrence for every thing which approaches to evil. Those who have been educated in what is really good company, not in what is commonly called such, who have been accustomed to see nothing in the persons whom they esteemed and lived with, but justice, modesty, humanity, and good order, are more shocked with whatever seems to be inconsistent with the rules which those virtues prescribe. Those, on the contrary, who have had the misfortune to be brought up amidst violence, licentiousness, falsehood, and injustice, lose, though not all sense of the impropriety of such conduct, yet all sense of its dreadful enormity, or of the vengeance and punishment due to it. They have been familiarized with it from their infancy, custom has rendered it habitual to them, and they are very apt to regard it as, what is called the way of the world, something which either may, or must be practised, to hinder us from being the dupes of our own integrity. 273Fashion too will sometimes give reputation to a certain degree of disorder, and on the contrary discountenance qualities which deserve esteem. In the reign of Charles II. a degree of licentiousness was deemed the characteristic of a liberal education. It was connected, according to the notions of those times, with generosity, sincerity, magnanimity, loyalty, and proved that the person who acted in this manner, was a gentleman, and not a puritan; severity of manners, and regularity of conduct, on the other hand, were altogether unfashionable, and were connected, in the imagination...
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Intelligence Amplifier™ Analysis
The Road of Invisible Influence
Our moral standards gradually adapt to whatever environment we spend time in, often without our conscious awareness.
Why This Matters
Connect literature to life
This chapter teaches you to recognize when your environment is gradually shifting your ethical standards through daily exposure and social pressure.
Practice This Today
This week, notice when you find yourself justifying something that would have bothered you six months ago—that's moral drift in real time.
Now let's explore the literary elements.
Terms to Know
Moral sentiments
Our gut feelings about right and wrong - the immediate emotional reactions we have when we see someone act well or badly. Smith argues these feelings, not abstract rules, form the foundation of all ethics.
Modern Usage:
When you feel disgusted watching someone cut in line or proud seeing someone help a stranger, you're experiencing moral sentiments.
Custom and fashion in morality
The way social trends and traditions shape what we consider acceptable behavior. What seems obviously wrong in one time or place might be normal in another, showing how malleable our moral judgments can be.
Modern Usage:
Think about how attitudes toward smoking, divorce, or tattoos have completely flipped in just a few decades based on changing social norms.
Professional character
The personality traits that different jobs naturally develop in people. Smith observed that clergy become grave, soldiers become bold, and merchants become careful with money - not by accident, but because their work requires these qualities.
Modern Usage:
Nurses develop patience and compassion, lawyers become argumentative, and accountants get detail-oriented because their jobs literally train these traits into them.
Civilized vs savage societies
Smith's comparison between comfortable, refined societies and harsh, primitive ones. He noted that difficult conditions create people with incredible self-control and toughness, while easy living makes people softer but more emotionally expressive.
Modern Usage:
We see this in how people from tough neighborhoods often have amazing resilience, while those from comfortable suburbs might struggle more with hardship but excel at emotional intelligence.
Moral corruption through power
How societies start accepting terrible behavior when it's done by influential people. The powerful can gradually make their vices seem like virtues through their social influence and the desire of others to imitate them.
Modern Usage:
When celebrities or politicians normalize bad behavior and their fans start copying it, claiming it's actually admirable or 'authentic.'
Gradual normalization
The process by which shocking practices become acceptable through small steps over time. Smith showed how even horrific acts like infanticide could become normal through this slow social conditioning.
Modern Usage:
How things that once seemed unthinkable - like constant surveillance or working multiple jobs to survive - gradually become 'just how things are.'
Characters in This Chapter
Nero
Historical example of absolute corruption
Smith uses the Roman emperor known for cruelty and excess to show that some moral judgments transcend cultural influence. No matter what society you're from, Nero's behavior remains obviously evil.
Modern Equivalent:
The dictator everyone universally condemns
Claudius
Historical example of weakness and incompetence
Another Roman emperor Smith references to demonstrate that certain character flaws - in this case, being weak and manipulated - will always inspire scorn regardless of cultural context.
Modern Equivalent:
The spineless boss everyone loses respect for
Key Quotes & Analysis
"The characters and conduct of a Nero, or a Claudius, are what no custom will ever reconcile us to, what no fashion will ever render agreeable"
Context: Smith is arguing that while fashion influences many moral judgments, some behaviors are so fundamentally wrong they remain universally condemned
This shows Smith believed in some universal moral standards that transcend cultural relativism. Even though he acknowledges the power of social influence, he maintains that our deepest moral instincts recognize genuine evil regardless of social pressure.
In Today's Words:
No matter how society changes, we'll never think serial killers or child abusers are actually good people.
"When custom and fashion coincide with the natural principles of right and wrong, they heighten the delicacy of our sentiments"
Context: Explaining how social influence can actually improve our moral judgment when it aligns with genuine ethical principles
Smith reveals that social pressure isn't always corrupting - it can actually sharpen our moral sense when society reinforces truly good values. This suggests the importance of building cultures that support genuine virtue.
In Today's Words:
When your community values the right things, it makes you even better at spotting right from wrong.
"The sentiments of moral approbation and disapprobation, are founded on the strongest and most vigorous passions of human nature"
Context: Distinguishing between aesthetic preferences (easily changed) and moral judgments (more resistant to social pressure)
Smith argues that our moral feelings come from such deep, powerful emotions that they can't be completely twisted by social influence. This gives hope that human conscience has some stability even in corrupt societies.
In Today's Words:
Your gut feelings about right and wrong come from such a deep place that society can't completely brainwash them away.
Thematic Threads
Social Expectations
In This Chapter
Different professions and social groups develop distinct moral personalities based on their circumstances and requirements
Development
Builds on earlier discussions of social approval by showing how entire environments shape character
In Your Life:
You might notice yourself becoming more cynical in toxic workplaces or more generous in supportive communities
Class
In This Chapter
Smith contrasts 'civilized' comfort with 'savage' hardship, showing how material conditions shape character development
Development
Deepens class analysis by examining how different life circumstances create different moral frameworks
In Your Life:
Your economic situation influences not just your opportunities but your values about money, work, and responsibility
Identity
In This Chapter
Professional roles gradually reshape personal identity as job requirements become character traits
Development
Extends identity formation beyond individual choice to show environmental influence
In Your Life:
You might find your work persona slowly becoming your default way of being in all situations
Personal Growth
In This Chapter
Smith shows that moral development isn't just individual effort but constant negotiation with social pressures
Development
Complicates earlier discussions of self-improvement by adding social context
In Your Life:
Your personal growth happens within specific environments that either support or undermine your goals
Human Relationships
In This Chapter
Custom and fashion influence how we judge others' behavior and what we expect from relationships
Development
Shows how social trends shape our relationship standards and expectations
In Your Life:
Your relationship expectations are influenced by whatever models your community normalizes or celebrates
You now have the context. Time to form your own thoughts.
Discussion Questions
- 1
Smith shows how different professions shape moral personalities - clergy become grave, soldiers embrace risk, merchants prize thrift. What specific traits has your work environment encouraged or discouraged in you?
analysis • surface - 2
Why does Smith argue that some professional moral adaptations serve genuine needs while others just follow fashion? What's the difference between necessary adaptation and harmful conformity?
analysis • medium - 3
Smith warns that societies can gradually normalize horrific practices through custom. Where do you see this pattern of slow moral drift happening in communities or organizations today?
application • medium - 4
If every environment shapes our moral compass, how can someone maintain their core values while adapting to necessary professional or social demands?
application • deep - 5
Smith contrasts how harsh conditions create stoic characters while comfortable societies allow more emotional expression. What does this reveal about the relationship between circumstances and character development?
reflection • deep
Critical Thinking Exercise
Environment Audit: Map Your Moral Influences
List the three environments where you spend the most time (work, family, social groups, online communities). For each environment, identify what behaviors it rewards, what it punishes, and what moral traits it's gradually encouraging in you. Then mark which adaptations serve genuine needs versus social convenience.
Consider:
- •Consider both obvious rules and subtle social pressures in each environment
- •Notice which traits you've developed that you didn't have five years ago
- •Identify environments that conflict with each other in their moral expectations
Journaling Prompt
Write about a time when you felt pressure to compromise your values to fit into a group or workplace. How did you handle it, and what would you do differently now with Smith's insights about custom and moral adaptation?
Coming Up Next...
Chapter 33: The Ancient Recipe for Balance
What lies ahead teaches us to recognize when your emotions are running the show versus when reason is in charge, and shows us finding the middle ground between extremes often leads to better decisions. These patterns appear in literature and life alike.