On the classical instrumental view, practical reason is an all-things-considered enterprise, concerned not merely with identifying and evaluating appropriate means to the realization of ends construed as uncriticizable, but also with coordinating achievement of their sum. The concept of a totality of ranked concerns is the cornerstone of the theory of utility. This paper discusses some of the ways that practical reasoning, on the ground, is not instrumental in this sense. The paper will demonstrate that some of what goes on (...) by way of practical reasoning on the ground involves a certain simple inference schema—to be called “imitative reasoning”—that involves mobilization of what has been alternately referred to as archetypes, scripts, stereotypes and schemas including most importantly self-schemas or self-concepts. Imitative reasoning, as the paper will argue, is especially hostile to deliberations that involve the sorts of tradeoffs that applications of utility theory routinely advise. It is therefore no expression or realization, however imperfect, of the notion of maximization. What is more, this framework routinely evokes as authoritative the norms of privilege, however removed from or irrelevant to the matter at hand, which might be as simple as where to go for dinner. For it is the basis of—among other things—class and race consciousness. Furthermore, it is highly subject to manipulation by the unscrupulous; such as, for example, by those who market consumer goods, especially to children. For this form of reasoning is employed so as to protect or enhance self-concepts: imitative reasoning is a form of motivated reasoning. Laying it out in schema form will shed light on the sort of reasoning processes that transpire in many cases of cognitive dissonance reduction. (shrink)