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Would you redirect a trolley to save five people even if it means that the trolley will run over a person on the side track? Most people say they would. Would you push that same person into the path of the trolley in order to save the five? Most people say they would not. These sorts of intuitive moral judgments are made rapidly and seem almost automatic. Now imagine a combined choice context where one can redirect a trolley, push a person in its path or do nothing. The number of lives lost from intervening can be varied. The most straightforward interpretations of current theories of moral judgment predict either no effect or that the combined context will lead to greater focus on lives lost. In contrast, we observe a similarity effect such that utilitarian choice may become less attractive in the combined choice context.

Conflict over Iran’s nuclear program, which involves a US-led policy to impose sanctions on Iran, is perceived by each side as a preeminent challenge to its own national security and global peace. Yet, there is little scientific study or understanding of how material incentives and disincentives, such as economic sanctions, psychologically affect the targeted population and potentially influence behaviour. Here we explore the Iranian nuclear program within a paradigm concerned with sacred values. We integrate experiments within a survey of 1997 Iranians. We find that a relatively small but politically significant portion of the Iranian population believes that acquiring nuclear energy has become a sacred value, in the sense that proposed economic incentives and disincentives result in a “backfire effect” in which offers of material rewards or punishment lead to increased anger and greater disapproval. This pattern was specific to nuclear energy and did not hold for acquiring nuclear weapons. The present study is the first demonstration of the backfire effect for material disincentives as well as incentives, and on an issue whose apparent sacred nature is recent rather than longstanding.

Sacred values are different from secular values in that they are often associated with violations of the cost-benefit logic of rational choice models. Previous work on sacred values has been largely limited to religious or territorial conflicts deeply embedded in historical contexts. In this work we find that the Iranian nuclear program, a relatively recent development, is treated as sacred by some Iranians, leading to a greater disapproval of deals which involve monetary incentives to end the program. Our results suggest that depending on the prevalence of such values, incentive-focused negotiations may backfire.

Sacred values are different from secular values in that they are often associated with violations of the cost-benefit logic of rational choice models. Previous work on sacred values has been largely limited to religious or territorial conflicts deeply embedded in historical contexts. In this work we find that the Iranian nuclear program, a relatively recent development, is treated as sacred by some Iranians, leading to a greater disapproval of deals which involve monetary incentives to end the program. Our results suggest that depending on the prevalence of such values, incentive-focused negotiations may backfire.

Centuries' worth of cultural stories suggest that self-sacrifice may be a cornerstone of our moral concepts, yet this notion is largely absent from recent theories in moral psychology. For instance, in the footbridge version of the well-known trolley car problem the only way to save five people from a runaway trolley is to push a single man on the tracks. It is explicitly specified that the bystander cannot sacrifice himself because his weight is insufficient to stop the trolley. But imagine if this were not the case. Would people rather sacrifice themselves than push another? In Study 1, we find that people approve of self-sacrifice more than directly harming another person to achieve the same outcome. In Studies 2 and 3, we demonstrate that the effect is not broadly about sensitivity to self-cost, instead there is something unique about sacrificing the self. Important theoretical implications about agent-relativity and the role of causality in moral judgments are discussed.