Tempered with understanding, you should love yourself and desire your salvation. Again, tempered with understanding. If we are called to be like Christ (and God), and Christ (and God) loved all men so much that He was willing to be crucified for our sake, then so too must we be will to be crucified for our sake, which means we must love all men including ourselves. Understanding the fullness of love is a part of the life in Christ we must go through, and is not something that can be taught. But apart of this is indeed somewhat self-serving.
Another way of viewing it is to ask what fundamentally a choice is. Do we do something for the unconscious reason or the conscious reason? Much like pre-fall Adam and Eve, they did the things for God unconsciously, but after the fall did things for themselves unconsciously. Now we must strive to become consciously God-loving, even if we struggle with the unconscious selfish desire. This is a very particular state. A man who is aware of his unconscious desire can truly say he chooses to do good, even if that unconscious desire tries to corrupt the good. In other words, a choice can only be done if you are aware and have the faculty to deny the alternative. Furthermore, as a Christian, your inner rebellion is something we must all struggle with and ask for forgiveness for. I apologize if this is rambling, but this is a very interesting topic and one I not only find important, but enjoyable to think about.