This chapter examines how the theological ideas discussed in Chapter 5 were successfully disseminated throughout English society. To do this it examines the religious split between the established Church of England and non-conformity. The development of the theology self-love, happiness, and interest is examined in the writings of the enormously influential philosopher and theologian Richard Cumberland. It then discusses how this evolved into Latitudinarianism, and examines printed sermons as they commented on these ethical concepts, as well as on consumption and worldly goods. The writings of the Anglican ministers Joseph Butler and Josiah Tucker are examined to show how these ideas became directly linked to economic thought. The concurrent development of non-conformist theology relating to the same concepts is traced through the writings of John Locke on the mind, and the dairy of the student lawyer Dudley Ryder. The Third Earl of Shaftesbury and his theory of polite sociability is also investigated to show how it provided a less austere means to disseminate Locke’s psychology of the mind. Central to this investigation will be the process by which individual selves were able to become comfortable with trusting new institutions by using the concept of interest as a form of commitment.