1. IntroductionRecent work (e.g. Rachels (1998, 2004), Temkin (1987, 2012)) on the logic of the 'all-things-considered-better-than' relation faces our contemporary axiologies with a repugnant, but forced choice (Rachels 2004), between thoroughly redefining value ordering, and dropping the transitivity axiom. Transitivity models our intuition that if p is better than q and q is better than r, then p is better than r. However, it looks like the essentially Archimedean way we compare and measure value, on a single additive scale, is incompatible with our skipping intermediaries (James 1981) in evaluative endeavours.Revisiting Josiah Royce's 'plan of life' account and principle of loyalty points towards a very fertile path in solving major difficulties encountered by contemporary axiology and opens new perspectives in rethinking the logic of value ordering.The classical, Moorean view, attempting to explain 'the right' in terms of 'that which produces the most good', faces insurmountable difficulties in meeting our moral intuitions in 'trolley'-like cases (Thompson 1985). Also, the 'internal view' on final value associated to Moore's framework seems incapable to explain relational value; that is, to account for our intuition that some things are finally valuable apart from their intrinsic properties, due to their relation with something else we find valuable.The upshot of this, in recent years, is an increased popularity of the contrasting view, according to which deontic categories are prior to, and explain, evaluative categories; the fitting-attitude analysis of value (FA) defines goodness in terms of having properties that provide reasons for pro-attitudes. Thus, FA aspires to account for the good in terms of a deontic and an attitudinal component; this idea has been traced back to Franz Brentano, who defined the judgment that x is good by the judgment that a positive attitude towards x is correct (1969, 18).The virtues of the FA analysis are considerable: it demystifies value and explains why we are justified in our concern for valuable objects. However, FA is facing a powerful charge of under-specification regarding the reasons which are to be allowed to enter value judgments. The Wrong Kind of Reasons problem (WKR), roughly put, states that it can be fitting to have a pro-attitude towards something for reasons that have nothing to do with the value the thing has in itself. Furthermore, WKR makes FA vulnerable to Larry Temkin's (2012) intransitivity charges vis-a-vis value ordering; Temkin argues that, by allowing a large variety of reasons to enter value judgments, under a 'non-internal' axiological view, transitivity of 'all-things-considered-better-than' is bound to fail.Several proposals attempting to elude this charges have been put forth in the literature; however, none of them proved conclusive, as they were shown to imply further difficulties due to their over-restrictive nature.It is argued here that revisiting one of the early FA proposals might do the trick; though, after Brentano, FA disappeared from the center of debate for several decades, it did get a short mention in Rawls's A Theory of Justice, where it was applied to the attributive usage of good: (1999, 399). Here, Rawls explicitly refers to Josiah Royce's notion of 'plan of life' and adapts it in explaining goodness; in place of 'good', the schema he proposes substitutes 'has to a higher than average degree the properties it is to want a thing of the kind to possess', in accordance with one's rational plan of life.The purpose of this paper is to revisit Josiah Royce's 'plan of life' account and 'loyalty to loyalty' principle, as they strike me as offering a fertile ground for an FA substitution schema. Royce uses the notion of a plan to characterize the coherent, systematic purposes of the individual, what makes him a conscious, unified moral agent. Furthermore, Royce accounts for the goodness of the plan as such by arguing that, although loyalty to one's own cause is a prerequisite, it is loyalty to loyalty itself which is the chief human good. …
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