In short the attempt to assimilate other activities to the model of economic activity (defined as a calculated pursuit of gain) reverses the state of the facts. The “economic man” defined as a creature devoted to an enlightened or calculating pursuit of gain is morally objectionable because the conception of such a being empirically falsifies empirical facts. Love of pecuniary gain is an undoubted and powerful fact. But it and its importance are affairs of social not of psychological nature. It is not a primary fact which can be used to account for other phenomena. It depends upon other impulses and habits. It expresses and organizes the use to which they are put. It cannot be used to define the nature of desire, effort and satisfaction, because it embodies a socially selected type of desire and satisfaction. It affords, like steeple-chasing, or collecting postage stamps, seeking political office, astronomical observation of the heavens, a special case of desire, effort, and happiness. And like them it is subject to examination, criticism and valuation in the light of the place it occupies in the system of developing activities.
The reason that it is so easy and for specific purposes so useful to select economic activities and subject them to separate scientific treatment is because the men who engage in it are men who are also more than business men, whose usual habits may be more or less safely guessed at. As human beings they have desires and occupations which are affected by social custom, expectation and admiration. The uses to which gains will be put, that is the current scheme of activities into which they enter as factors, are passed over only because they are so inevitably present. Support of family, of church, philanthropic benefactions, political influence, automobiling, command of luxuries, freedom of movement, respect from others, are in general terms some of the obvious activities into which economic activity fits. This context of activities enters into the real makeup and meaning of economic activity. Calculated pursuit of gain is in fact never what it is made out to be when economic action is separated from the rest of life, for in fact it is what it is because of a complex social environment involving scientific, legal, political and domestic conditions.
A certain tragic fate seems to attend all intellectual movements. That of utilitarianism is suggested in the not infrequent criticism that it exaggerated the role of rational thought in human conduct, that it assumed that everybody is moved by conscious considerations and that all that is really necessary is to make the process of consideration sufficiently enlightened. Then it is objected that a better psychology reveals that men are not moved by thought but rather by instinct and habit. Thus a partially sound criticism is employed to conceal the one factor in utilitarianism from which we ought to learn something; is used to foster an obscurantist doctrine of trusting to impulse, instinct or intuition. Neither the utilitarians nor anyone else can exaggerate the proper office of reflection, of intelligence, in conduct. The mistake lay not here but in a false conception of what constitutes reflection, deliberation. The truth that men are not moved by consideration of self-interest, that men are not good judges of where their interests lie and are not moved to act by these judgments, cannot properly be converted into the belief that consideration of consequences is a negligible factor in conduct. So far as it is negligible in fact it evinces the rudimentary character of civilization. We may indeed safely start from the assumption that impulse and habit, not thought, are the primary determinants of conduct. But the conclusion to be drawn from these facts is that the need is therefore the greater for cultivation of thought. The error of utilitarianism is not at this point. It is found in its wrong conception of what thought, deliberation, is and does.
VI
The Nature of Aims
Our problem now concerns the nature of ends, that is ends-in-view or aims. The essential elements in the problem have already been stated. It has been pointed out that the ends, objectives, of conduct are those foreseen consequences which influence present deliberation and which finally bring it to rest by furnishing an adequate stimulus to overt action. Consequently ends arise and function within action. They are not, as current theories too often imply, things lying beyond activity at which the latter is directed. They are not strictly speaking ends or termini of action at all. They are terminals of deliberation, and so turning points in activity. Many opposed moral theories agree however in placing ends beyond action, although they differ in their notions of what the ends are. The utilitarian sets up pleasure as such an outside-and-beyond, as something necessary to induce action and in which it terminates. Many harsh critics of utilitarianism have however agreed that there is some end in which action terminates, a final goal. They have denied that pleasure is such an outside aim, and put perfection or self-realization in its place. The entire popular notion of “ideals” is infected with this conception of some fixed end beyond activity at which we should aim. According to this view ends-in-themselves come before aims. We have a moral aim only as our purpose coincides with some end-in-itself. We ought to aim at the latter whether we actually do or not.
When men believed that fixed ends existed for all
