Lakoff & Johnson - Philosophy in the flesh
The utilitarian person, for whom rationality is economic rationality - the maximization of utility - does not exist. Real human beings are not, for the most part, in conscious control of - or even consciously aware of - their reasoning. Most of their reason, besides, is based on various kinds of prototypes, framings, and metaphors. People seldom engage in a form of economic reason that could maximize utility.
Lakoff, G. and Johnson, M., 1999. Philosophy in the flesh: the embodied mind and its challenge to Western thought. New York: Basic Books.
Lakoff, G. and Johnson, M., 1999. Philosophy in the flesh: the embodied mind and its challenge to Western thought. New York: Basic Books.