You and I, no doubt, will be used to receiving praise, in various forms, for our achievements and success. That is what we are conditioned for.
Long ago, the Ancient Egyptians believed you had to buy your way into heaven. If the heart was pure, it would weigh the same as a feather. But if it was heavy and soiled by one’s own actions towards others, you could buy your way in. The flaw in this can be seen in the fact the pyramids were plundered before the dead royals could hire the removals guys to pick up their golden gear.
On the contrary, others have since said you can only take with you what will fit through the eye of a needle. I like this view. It implies something detaches and goes through like consciousness.
As such, greed can be manipulated by creating a feeling of inferiority in the population by introducing role-models. A royal family, draped in gold, achieving many good things in public view, or stream of celebrities, dressed up for reward ceremonies will do nicely. Look at what you could have and look like if you just put your back into it!
When minds are conditioned to receive shallow rewards, the reward-based center of the brain becomes overly-emphasized as a response method by allowing other features to slip into a background called the unconscious. The dog-eat-dog society is rooted in this feature.