The present paper focuses on the sociological model of man (also denoted as homo sociologicus or normative paradigm). It is discussed to what extent three problems limit its explanatory value: (1) behavior which is not normatively regulated and (2) behavior deviating from norms cannot be explained. (3) In case of norm conflicts it cannot be explained which of the normative expectations is followed. It is further discussed to what extent another model of man - which is called the “utilitarian”, “economic” (...) or rational choice model - is able to solve these problems. It is shown that the sociological model in fact consists of two different “utilitarian” models with very restrictive assumptions. Some of the problems of the sociological model are demonstrated by applying it to a well-known theory of role conflict. In the final section we discuss some consequences of the sociological model for the utilitarian approach. (shrink)