Abstract: IntroductionIf someone asks ‘‘Why should I (or ought I to) do x?’’—where x can be any particularaction that may require some self-sacrifice in the interests of others—we normallythink that this person asks a reasonable question that deserves a serious answer.One such answer can be: ‘‘it is moral to do x,’’ meaning that to do x is somethinggood or right; in other words, it is something that one should or ought to do. How-ever, if the person further asks: ‘‘Why should I (or ought I to) be moral?’’ we maythink that this person is starting to become unreasonable or even irrational. On theone hand, to be moral is to do (or to be) what one should or ought to do (or be). So toask ‘‘Why should I be moral?’’ is equivalent to asking ‘‘Why should I be (or do) whatI should be (or do)?’’—which is a tautology. On the other hand, to be moral is pre-sumably to be concerned with the interests and welfare of others, and it seems thatthe person who asks the question is looking for a self-interested reason to be moral.So to ask ‘‘Why should I be moral?’’ is equivalent to asking ‘‘What self-interestedreasons are there for me to be not self-interested?’’—which is a contradiction.However, as I shall argue below, if we think this way we may have missed thepoint of the question. If the person is satisfied with our initial answer to his or herquestion ‘‘Why should I do x?’’ it is clear that this person is already motivated to bemoral. The only reason he or she asks the question is to be sure that x is a moralthing to do. However, if the person is not satisfied with our initial answer and furtherasks the question ‘‘Why should I be moral?’’ it is clear that the person perhapsalready knows, even before asking the question, that x is a moral thing to do butlacks the motivation to be moral. In other words, the person who asks the questionis not in search of a theoretical answer that explains the nature of the action (to do x)but is interested in a practical answer that can motivate him or her to do x. In thissense, I think that the question is clearly a legitimate one. What is not so clear iswhether there is any legitimate answer to this question. Since the person who asksthe question, if I am right, lacks the motivation to be moral, this person must bean egoist. Here, I do not think that it is necessarily contradictory to provide egoisticreasons to motivate the egoist to be not egoistic (actually this is what we often hearfrom some discussions in business ethics. For example, we are often told that to befair to customers is the best way to make money, particularly in the long run). Theproblem is that when we provide such egoistic reasons to motivate a person to bemoral, even if we do succeed, we are afraid that we are providing the wrong reasonsfor being moral.