The starting-point of this article is Graham Richards’ (1995) claim that American psychology includes a moral project present even before the discipline got underway as a modern institution. We accept this, but identify a different kind of moral project, stemming from the radical critique of morality by Ralph Waldo Emerson, rather than the moral aims of Noah Porter and James McCosh. This leads to a morality based on (but not reducible to) psychological events, and worked out, not in academic psychology, (...) but in the practical disciplines of counselling and psychotherapy. We trace its elaboration from Freud to the writings and practice of Albert Ellis and Carl Rogers. The critique is of a traditional morality of obligation with its discourse of ‘shoulds’ and ‘oughts’. A parallel is drawn with a similar (and contemporaneous) critique in moral philosophy. (shrink)