12 May 2026Is it possible to reconcile morality and rational behavior in economics? One interesting approach is to postulate that individuals are endowed with “axiological” rationality and not just “instrumental” rationality. The purpose of this article is to identify the main models in contemporary economic literature that seek to answer this delicate question in the affirmative by referring explicitly or implicitly to this concept. The article divides this literature into two sections: one covers models that treat morality as a normative concern (normative economics perspective), while the other covers models that treat morality as a social fact (positive economics perspective). The strengths and weak- nesses of these alternative models are evaluated in the light of their respective ambitions.