In this book, the author demonstrates the necessity of expanding the conceptual framework of rational choice theory beyond consequentialism. He argues that consequentialism fails as a general theory of rational action and that this does not force us into the dichotomy of teleology versus deontology. The unity of practical reason can be preserved without consequentialism. He presents insightful critiques of the standard models of action and rational choice, which will help readers discover a new perspective on the theory of rationality. The approach is radical: it transcends the reductive narrow-mindedness of instrumental rationality without denying its practical implications. There are actions that are outlined according to utility maximization or even self-interest maximization. However, not all actions can be understood in these terms. For example, actions that are oriented towards social roles cannot be counted as such.