 Suppose, however, that Liza believes that it is wrong to inflict pain on sentient creatures. She believes she has a moral obligation not to eat meat. She thus chooses tofu. How does the rational choice model accommodate this belief? It might accommodate this moral attitude by incorporating it into her preferences in one of two ways. Liza, that is, might internalize the norm in two distinct ways. Liza might develop a substantive preference for tofu over meat. She would internalize the content of the norm. On this account, if her moral view changed, Liza’s preference for tofu over meat would remain. The moral norm, or Liza’s endorsement of that norm, would not have had any (direct) influence on her behavior. 