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Full Idea
It is because it is not easy to discern what sort of choice it is that we are forced to judge from the deeds what sort of person someone is; the activity is more worth having, but the choice is commended more.
Gist of Idea
We judge people from their deeds because we cannot see their choices (which matter more)
Source
Aristotle (Eudemian Ethics [c.333 BCE], 1228a15)
Book Ref
Aristotle: 'Eudemian Ethics I,II and VIII', ed/tr. Woods,Michael [OUP 1992], p.34
A Reaction
This shows why Aristotle is the most important opponent of consequentialism. It is hard to see how one could praise a self-interested deed simply because it benefited others. Greed is never good.