Let us take first an absurd example: always preferring goods that come on Thursdays to those that come on Wednesdays, solely because of a preference for that particular day of the week. As we shall see, this is not contrary to the principles of rational choice, but it is certainly contrary to reason. The simple preference for Thursdays is a reason, but reason also demands the reason for that reason. And obviously there is none.
Reason and Rationality (2009)