I recommend reading Elephant in the Brain which points out human's capacity for self deception. One example is the idea that we see ourselves as caring about o

I recommend reading Elephant in the Brain which points out human's capacity for self deception. One example is the idea that we see ourselves as caring about our health. The truth is that we like to signal that we care about our health to others for a variety of social reasons, but in practice our actions show that we care a lot less then we actually believe.