"When confined in a particular individualistic, capitalistic world individuals are bound to internalize the demand of the system so deeply that they experience their acceptance of the system not as forced or extrinsically motivated, but as inherently desirable and thus intrinsically motivating. If one should push this view a step further, it could be argued that the capitalist, independent, or individualistic world order is ultimately inhumane and it is only though self-deception and false consciousness that one can enjoy the system."

Minimalist in style: Self, Identity and Well-being in Japan
Kan, Karasawa & Kitayama, 2009



*kär*