Related Experiment Video
Updated: Jul 11, 2026

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Does deciding among morally relevant options feel like making a choice? How morality constrains people's sense of
Maryam Kouchaki1, Isaac H Smith2, Krishna Savani3
1The Management & Organizations Department, Kellogg School of Management, Northwestern University.
Abstract:
We demonstrate that a difference exists between objectively having and psychologically perceiving multiple-choice options of a given decision, showing that morality serves as a constraint on people's perceptions of choice. Across 8 studies (N = 2,217), using both experimental and correlational methods, we find that people deciding among options they view as moral in nature experience a lower sense of choice than people deciding among the same options but who do not view them as morally relevant. Moreover, this lower sense of choice is evident in people's attentional patterns. When deciding among morally relevant options displayed on a computer screen, people devote less visual attention to the option that they ultimately reject, suggesting that when they perceive that there is a morally correct option, they are less likely to even consider immoral options as viable alternatives in their decision-making process. Furthermore, we find that experiencing a lower sense of choice because of moral considerations can have downstream behavioral consequences: after deciding among moral (but not nonmoral) options, people (in Western cultures) tend to choose more variety in an unrelated task, likely because choosing more variety helps them reassert their sense of choice. Taken together, our findings suggest that morality is an important factor that constrains people's perceptions of choice, creating a disjunction between objectively having a choice and subjectively perceiving that one has a choice. (PsycINFO Database Record (c) 2018 APA, all rights reserved).
Related Concept Videos
Reason and Intuition
Decision Making: Traditional Method
First, a specific claim about the population parameter is decided based on the research question and is stated in a simple form. Further, an opposing statement to this claim is also stated. These statements can act as null and alternative hypotheses, out of which a null hypothesis would be a...
Decision Making
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Kohlberg's Theory of Moral Development
Pre-Conventional Level
At the pre-conventional level, morality is primarily driven by personal consequences. In Stage...
Frustration and Conflict: Avoidance-Avoidance, Double-Approach Avoidance
Personal Choice and Fate Attributions

