Contingencies of self-worth and the strength of deontological and utilitarian inclinations

Many studies have tried to understand what makes people adopt deontological or utilitarian inclinations when forming moral judgments or making moral choices. The present research examined the impact of motivational factors: contingencies of people's self-worth on the strength of deontological and utilitarian inclinations. Study 1 found positive correlations between two contingencies of self-worth: basing one's self-worth on being a virtuous, moral person (Virtue) and outperforming others (Competition), and the strength of deontological inclinations and utilitarian inclinations respectively. Studies 2 and 3 found that increasing saliency of Virtue as a source of one's self-worth selectively increased the strength of deontological inclinations, leaving utilitarian inclinations unchanged, while the opposite was true for increasing saliency of Competition as a source of self-worth and the strength of utilitarian inclinations: such priming increased utilitarian inclinations while deontological inclinations remained unchanged.