M. Tullius Cicero, De Officiis
Walter Miller, Ed.

[32] But of the three above-named requisites, let us¹ look first at good-will and the rules for securing it. Good-will is won principally through kind services²; next to that, it is elicited by the will to do a kind service, even though nothing happen to come of it. Then, too, the love of people generally is powerfully attracted by a man's mere name and reputation for generosity, kindness, justice, honour, and all those virtues that belong to gentleness of character and affability of manner. And because that very quality which we term moral goodness and propriety is pleasing to us by and of itself and touches all our hearts both by its inward essence and its outward aspect and shines forth with most lustre through those virtues named above, we are, therefore, compelled by Nature herself to love those in whom we believe those virtues to reside. Now these are only the most powerful motives to love—not all of them; there may be some minor ones besides.