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How can axiological feelings be explained?

Normative and more generally axiological feelings are one of the most important social phenomena and one of the least mastered scientifically. They can be satisfactorily explained if we start from an intuition contained in Max Weber's notion of ‘axiological rationality’. This notion can be interpreted as indicating that cognitive rationality can be applied, not only to descriptive, but to prescriptive questions; not only to representational, but to axiological questions. Although the cognitive theory of axiological feelings presented in this article has never been explicitly proposed before, it has been implicitly used by several classical and modern sociologists. Several examples show that it can provide a convincing explanation of empirical data. The cognitive theory of axiological feelings shows that these feelings can be context-bound and yet be rational.