Positive psychologists aspire to study the moral virtues, as well as positive emotions, while retaining scientific objectivity. Within this framework, Martin Seligman, a founder of positive psychology, offers an empirically-based argument for an ancient and venerable theme: happiness can be increased by exercising the virtues. Seligman's project is promising, but it needs to pay greater attention to several methodological matters: greater care in defining happiness, so as to avoid smuggling in value assumptions of the sort suggested by the title of (...) his book, Authentic Happiness; more attention to the gap between happiness as overall satisfaction and specific gratifications ; the danger of sliding to subjectivism by equating self-assessments of virtue with objectively-justified values of the sort Aristotle had in mind; awareness of how “positive” emotions and attitudes presuppose value assumptions. (shrink)