This paper explores the possibility of defining a non-utilitarian normative standard for assessments of welfare and deprivation. The paper formalises a key aspect of Amartya Sen's critique of the assumption of consistent utility-maximisation in the revealed preference theory and proposes a generalisation of the standard Samuelsonian choice model for the case in which choices are based on plural motives (here, selfinterested and moral motives). Based on a set of intuitive assumptions about the way in which unobservable motives are linked to observable choices, we then construct an alternative normative ranking rule that can be used in non-utilitarian welfare economics to rank social outcomes or provide a normative basis for the construction of composite indices, for instance.
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