How to make Authorize attribute return custom 403 error page instead of redirecting to the Logon page

[Authorize] attribute is nice and handy MS invention, and I hope it can solve the issues I have now

To be more specific:

When current client isn't authenticated - [Authorize] redirects from secured action to logon page and after logon was successful - brings user back, this is good.

But when current client already authenticated but not authorized to run specific action - all I need is to just display my general 403 page.

Is it possible without moving authorization logic within controller's body?

Update: The behavior I need in should be semantically equals to this sketch:

public ActionResult DoWork()
{
    if (!NotAuthorized())
    {
        // this should be not redirect, but forwarding 
        return RedirectToAction("403");         
    }

    return View();
}

so - there should no any redirect and url should be stay the same, but contents of the page should be replaced with 403-page

Update 2: I implemented sketch in this way:

[HandleError]
public class HomeController : Controller
{
    public ActionResult Index()
    {
        ViewData["Message"] = "Welcome to ASP.NET MVC!";

        return View();
    }

    [CustomActionFilter]
    public ActionResult About()
    {
        return View();
    }

    public ActionResult Error_403()
    {
        return Content("403");
    }
}

public class CustomActionFilter : ActionFilterAttribute
{
    public override void OnActionExecuting(ActionExecutingContext filterContext)
    {
        filterContext.Result = new ContentResult { Content = "403" };
    }
}

And can't get how to properly forward execution to HomeController.Action_403() so it display 403.

Update 3:

filterContext.Result = new ViewResult() { ViewName = "Error_403" };

so this is an answer on how to render specific view template.