An $R$-algebra $A$ is called an $E(R)$-algebra if the canonical
homomorphism from $A$ to the endomorphism algebra $\mathop{\rm End}_RA$ of the
$R$-module ${}_RA$, taking any $a \in A$ to the right multiplication
$a_r\in \mathop{\rm End}_RA$ by $a$, is an isomorphism of algebras. In this case
${}_RA$ is called an $E(R)$-module. There is a proper class of
examples constructed in \cite{DMV}. $E(R)$-algebras arise naturally
in various topics of algebra. So it is not surprising that they were
investigated thoroughly in the last decades; see
\cite{DG2,DV,Fa,FHR,GG, GSS, GSS1,GSt,Pi,PV}. Despite some efforts
(\cite{GSS1, DV}) it remained an open question whether proper
generalized $E(R)$-algebras exist. These are $R$-algebras $A$
isomorphic to $\mathop{\rm End}_RA$ but not under the above canonical
isomorphism, so not $E(R)$-algebras. This question was raised about
30 years ago (for $R=\mathbb Z$) by Schultz \cite{Sch} (see also
Vinsonhaler \cite{Vi}). It originates from Problem 45 in Fuchs
\cite{Fu0}, that asks for a characterization of the rings $A$ for which
$A\cong \mathop{\rm End}_\mathbb Z A$ (as rings). We answer Schultz's question,
thus contributing a large class of rings for Fuchs' Problem 45 which
are not $E$-rings. Let $R$ be a commutative ring with an element
$p\in R$ such that the additive group $R^+$ is $p$-torsion-free and
$p$-reduced (equivalently $p$ is not a zero-divisor and
$\bigcap_{n\in\omega} p^nR=0$). As explained in the introduction we
assume that either $|R| 2^{\aleph_0}$ or $R^+$ is free (see
Definition 1.1).The main tool is an interesting connection between $\lambda$-calculus
(used in theoretical computer science) and algebra. It seems
reasonable to divide the work into two parts; in this paper we
work in $ V= L$ (Gödel's universe) where stronger combinatorial
methods make the final arguments more transparent. The proof based
entirely on ordinary set theory (the axioms of ZFC) will appear in
a subsequent paper \cite{GS}. However the general strategy will be
the same, but the combinatorial arguments will utilize a
prediction principle that holds under ZFC.