" But it is true that in its usual forms, consequentialism seems to conflict with some of our deepest intuitions, certainly in new or unfamiliar situations.2 For example, human beings appear to be intuitive retributivists; they want wrongdoers to suffer. With respect to punishment, efforts to encourage people to think in consequentialist terms do not fare at all well.3 "

― Cass R. Sunstein , How Change Happens