Arguably, when people think of capitalism, they think of Adam Smith's "Wealth of Nations," and all it entails about trade, specialization, profit, etc. For much of its history though, capitalism depended on a lot of what Smith wrote about in "On the Theory of Moral Sentiments," i.e., societies work because people "naturally [desire], not only to be loved, but to be lovely."

In the West, we're trying to figure out the right allocation of goods through the market economy, and the right way "to be lovely" through freedom of speech, freedom of association, etc.