ABSTRACT
Amitai Etziom (1988) advocates a new paradigm for understanding the economic actor. Etzioni's paradigm is based on deontological moral theory, according to which people not only seek pleasure but they also do their duty; they are not only concerned about themselves, they are concerned about their impact on others. Sometimes they will act unselfishly; that is, they will sacrifice their own pleasure in order to do their duty with respect to others. Hence, in human activity there is an "I" and a "We" dimension. Etzioni refers to his new paradigm as the I/We paradigm.
