The demandingness of a moral prescription is generally understood exclusively in terms of the welfare costs involved in complying with that prescription. I argue that psychological difficulty is a second aspect of demandingness, whose relevance cannot be reduced to that of welfare costs. Appeal to psychological difficulty explains intuitive verdicts about the permissibility of favouring oneself over others, favouring loved ones over strangers, and favouring one’s short-term good over one’s long-term good. There are also significant implications for the morality of (...) addressing severe global poverty. (shrink)