A subjective utilitarian theory of moral judgment.

Current theories hypothesize that moral judgments are difficult because rational and emotional decision processes compete. We present a fundamentally different theory of moral judgment: the Subjective Utilitarian Theory of moral judgment. The Subjective Utilitarian Theory posits that people try to identify and save the competing item with the greatest "personal value." Moral judgments become difficult only when the competing items have similar personal values. In Experiment 1, we estimate the personal values of 104 items. In Experiments 2-5, we show that the distributional overlaps of the estimated personal values account for over 90% of the variance in reaction times (RTs) and response choices in a moral judgment task. Our model fundamentally restructures our understanding of moral judgments from a competition between decision processes to a competition between similarly valued items. (PsycINFO Database Record