pleasure of feeling big: guilt; urges

What is it that makes it enjoyable in feeling bigger, greater, larger, more famous than the other, in feeling elation, or feeling superior than the other person? Why should the competitive superiority be pleasant and enjoyable? What sort of happiness is behind it?
Nature has provided the animal as well as man with a craving for possession of what it or he needs to survive, viz., food security and sex. For acquiring, possessing and retaining these competition with others and use of force might have been required. This basic urge, when satisfied might have been giving happiness and pleasure.
The habit has stuck to man, and it still persists even where there is no need for competition and fight. When a man has more money than his neighbor he feels elated and happy! The habit of unnecessary competition plays havoc and promotes cut throat competition and craving for success in all fields, money, power, and fame.
But what is the nature of this pleasure of feeling important? It tickles which part of the senses or the mind to give pleasure? Like the tail of the monkey that has disappeared in man, this craving will also slowly disappear, perhaps.
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Urges and guilt:
How does guilt arise? Wherefrom does the feeling of guilt come? It is simple, anybody would reply. It arises from one’s actions against his conscience. And conscience is created by the notions of right and wrong a person acquires from childhood onwards through the talks and teachings of parents, teachers, elders and Gurus.
But is it entirely true? Suppose one believes firmly that there is actually nothing right and wrong in life, but only consequences of actions. Then if a person is willing to bear the consequences, will he not feel guilt at all, whatever his action? If not, we can conclude that guilt is nothing but fear of consequences.
Apart from this I think that there is a certain inborn guilt feeling in Man independent of action, consequences and notions of right and wrong. Perhaps it arises from conflicts of natural urges within the mind itself. This can be felt inside oneself by observing within more intensely attentive. When a child kills an ant he must be automatically feeling an image of pain within himself that is in conflict with his own well being. Sex is always a compromise between attraction and repulsion. Is guilt’s origin the conflict attached to the sexual urge, the attraction to the forbidden apple?