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Tying in with major traditions of ordinary language philosophy, the author presents an account of practical reasons in social agency that radically challenges the two mainstream accounts of practical reasons, the desire-belief model and the neo-Aristotelian sub-specie-boni model of practical reasons. She argues that the traditional focus on instrumental rationality and teleological reasoning ignores important types of non-purposive and agent-related reasons that play a major role in rule-based context of social agency and reciprocal interaction. The argument contributes to the analysis of promising and social conventions, reconstructions of acting together and shared intentions, and develops a new account of institutional and rule-based agency in terms of non-moral normativity.