[hwgahgch] Incentives versus psychological programming

Do people behave the way they do because of incentives or of psychological programming?  All of economics is built on the assumption of the former.

Inspired by the observation that, in some people, not recycling causes an reflexive physical reaction of revulsion -- hate.

A great many attempts to shape society "for the better" try to attempt the latter: "We need to change how people behave without thinking."

The problem with psychological programming is, once programmed, you cannot easily reprogram people to behave differently by changing incentives.  Suppose the world changes and the previously revulsive behavior is now preferred.