Here I defend a version of internalism about normative practical reasons, which I call discriminative stimulus internalism. Discriminative stimuli feature prominently in explanations of human and non-human animal learning and behavior. And according to discriminative stimulus internalism, the property of being a reason is the property of being a discriminative stimulus of a special kind. To defend this theory of reasons I first attempt to resolve a much simpler question: what regulates the concept of a normative practical reason? This question can be answered by characterizing both the rule and property that regulate the concept. According to what I call the guidance account, the rule that regulates that concept is explained by a more b...