Moral Motivation and Social Influence in Decision-Making: A Theoretical Framework

This study introduces a theoretical model of decision-making that considers both moral values and social influence when people make choices. The key idea is that individuals must balance their personal interests with their sense of moral duty. The model assumes that moral motivation is not always strong on its own—it can be shaped by the actions of others. Specifically, moral obligation is made up of two parts: one that comes from within a person and another that is influenced by society. This framework helps explain common patterns seen in past research and offers a new way to understand economic behavior.

Incorporating Conditional Morality Into Economic Decisions

Masclet, D., Dickinson, D.L. Incorporating conditional morality into economic decisions. Theory Decis 98, 95–152 (2025). https://doi.org/10.1007/s11238-024-10000-4