This series of five studies examines a bias in moral judgment where harm inflicted on a single individual is perceived as more morally wrong than similar harm experienced by multiple individuals. To explain this bias, we introduce the “Why Me?” Model (WMM), which suggests that people tend to interpret harm directed at a single individual as personally targeted. This perception intensifies the judgment that the harm is more severe and morally egregious. Studies 1 and 2 explored how the victim's perception of personal targeting mediates this bias, whereas Studies 3–5 investigated specific boundary conditions of the WMM. Consistent with our predictions, the bias disappeared when participants were given explicit reasons for the harm (Study 3) or when they could directly compare scenarios involving one versus multiple victims (Study 4). Finally, Study 5 demonstrated that this bias arises from a tendency to perceive an act as more harmful when it is personally targeted at an individual, compared to when it affects several individuals, even when there is no difference in the perceived unfairness or general intentionality of these two conditions.
{"title":"The “Why Me?” Model: Explaining Moral Judgments in the Eyes of Single Versus Several Victims","authors":"Shahar Ayal, Daffie Konis, Kelly Saporta","doi":"10.1002/bdm.70012","DOIUrl":"https://doi.org/10.1002/bdm.70012","url":null,"abstract":"<p>This series of five studies examines a bias in moral judgment where harm inflicted on a single individual is perceived as more morally wrong than similar harm experienced by multiple individuals. To explain this bias, we introduce the “Why Me?” Model (WMM), which suggests that people tend to interpret harm directed at a single individual as personally targeted. This perception intensifies the judgment that the harm is more severe and morally egregious. Studies 1 and 2 explored how the victim's perception of personal targeting mediates this bias, whereas Studies 3–5 investigated specific boundary conditions of the WMM. Consistent with our predictions, the bias disappeared when participants were given explicit reasons for the harm (Study 3) or when they could directly compare scenarios involving one versus multiple victims (Study 4). Finally, Study 5 demonstrated that this bias arises from a tendency to perceive an act as more harmful when it is personally targeted at an individual, compared to when it affects several individuals, even when there is no difference in the perceived unfairness or general intentionality of these two conditions.</p>","PeriodicalId":48112,"journal":{"name":"Journal of Behavioral Decision Making","volume":"38 2","pages":""},"PeriodicalIF":1.8,"publicationDate":"2025-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/bdm.70012","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143497303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Paying more than one could have paid to obtain the same outcome is wasteful. In four experiments, we show that waste aversion can lead people to prefer a more wasteful outcome over a more frugal outcome, as long as it eliminates the feeling of wastefulness. In Study 1, we measured participants' satisfaction with lottery outcomes to find that they are less satisfied with their obtained outcome relative to an inferior, dominated, outcome—if they are aware of a counter-factual in which they could have paid less to achieve the dominant outcome. Study 2 revealed that responsibility for the decision that led to the outcome does not intensify the effect, suggesting that wastefulness is a more prominent explanation for the effect than regret. Study 3 extended the results from outcome satisfaction to decisions. Participants altered their choice of whether to continue or terminate searching for an apartment based on their awareness of a counterfactual that renders the process leading to the outcome as wasteful or not. Waste aversion leads participants to extend their search beyond what they would do based purely on their preferences and expectations. Study 4 replicated these findings with payoff-relevant decisions. Taken together, these four studies establish that waste aversion leads to higher satisfaction with dominated outcomes in real-world experiences. The effect does not rely on decision regret, and may lead to suboptimal decisions.
{"title":"Acting Wastefully but Feeling Satisfied: Understanding Waste Aversion","authors":"Ro'i Zultan, Ori Weisel, Yaniv Shani","doi":"10.1002/bdm.70011","DOIUrl":"https://doi.org/10.1002/bdm.70011","url":null,"abstract":"<p>Paying more than one could have paid to obtain the same outcome is wasteful. In four experiments, we show that waste aversion can lead people to prefer a <i>more wasteful</i> outcome over a more frugal outcome, as long as it eliminates the <i>feeling</i> of wastefulness. In Study 1, we measured participants' satisfaction with lottery outcomes to find that they are less satisfied with their obtained outcome relative to an inferior, dominated, outcome—if they are aware of a counter-factual in which they could have paid less to achieve the dominant outcome. Study 2 revealed that responsibility for the decision that led to the outcome does not intensify the effect, suggesting that wastefulness is a more prominent explanation for the effect than regret. Study 3 extended the results from outcome satisfaction to decisions. Participants altered their choice of whether to continue or terminate searching for an apartment based on their awareness of a counterfactual that renders the process leading to the outcome as wasteful or not. Waste aversion leads participants to extend their search beyond what they would do based purely on their preferences and expectations. Study 4 replicated these findings with payoff-relevant decisions. Taken together, these four studies establish that waste aversion leads to higher satisfaction with dominated outcomes in real-world experiences. The effect does not rely on decision regret, and may lead to suboptimal decisions.</p>","PeriodicalId":48112,"journal":{"name":"Journal of Behavioral Decision Making","volume":"38 2","pages":""},"PeriodicalIF":1.8,"publicationDate":"2025-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/bdm.70011","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143404614","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}