This paper advances an interpretation of what Hume called ‘the general rules’: natural principles of belief-formation that nevertheless can be augmented via reflection. According to Hume, reflection is, in part, what separates the wise from the vulgar. In this paper, I argue that for Hume being wise must therefore be, to some degree, voluntary. Hume faced a significant problem in attempting to reconcile his epistemic normativity, i.e. his claims about what we ought to believe, with his largely involuntarist theory of (...) the mind. Reflection on the General Rules, and an interpretation of that reflection as voluntary, helps explain not only Hume's theory of belief, but also how he hoped to reconcile epistemic normativity with naturalism about the mental. (shrink)