One could construct arguments for the rationality of developing strong normative commitments: for example, following a norm saves on the burden of making decisions anew in many contexts. Alternatively, one might be able to give a rational reconstruction of the rise of such a norm, in which case the individual's behavior might simply be normative outright. Setsuko's older woman has been taught to be kind in certain circumstances of hospitality, and she might behave that way more or less independently of broad incentives to vary her degree of kindness.

XREF: Connects to behavioral economics and social norm theory — how automatic norm-following economizes on cognitive effort versus deliberating each choice.

Russell Hardin, Trust and Trustworthiness, loc. 818