Human beings have likes and dislikes; hence, the people can be ruled. The ruler must investigate likes and dislikes. Likes and dislikes are the root of rewards and penalties. The disposition of the people is to like ranks and emoluments and to dislike punishments and penalties. The ruler sets up the two in order to guide the people’s will and to establish whatever he desires. (Shang jun shu 9: 65; Book of Lord Shang 9.3)