Practical rationality for pluralists about the good

I argue that if a normative theory of practical rationality is to represent an adequate and coherent response to a plurality of incommensurable goods, it cannot be a maximising theory. It will have to be a theory that recognises two responses to goods as morally licit – promotion and respect – and one as morally illicit – violation. This result has a number of interesting corollaries, some of which I indicate. Perhaps the most interesting is that it makes the existence of a plurality of incommensurable goods incompatible with consequentialism.