Adam Smith in the Theory of Moral Sentiments (as paraphrased by Russ Roberts in How Adam Smith Can Change your Life): We all desire not only to be loved, but to be lovely. ("Lovely" being used in an older sense, meaning deserving of love.)

https://en.wikipedia.org/wiki/The_Theory_of_Moral_Sentiments

http://www.amazon.com/Adam-Smith-Change-Your-Life/dp/1591846...