Social observation increases deontological judgments in moral dilemmas

A concern for positive reputation is one of the core motivations underlying various social behaviors in humans. The present study investigated how experimentally induced reputation concern modulates judgments in moral dilemmas. In a mixed-design experiment, participants were randomly assigned to the observed vs. the control group and responded to a series of trolley-type moral dilemmas either in the presence or absence of observers, respectively. While no significant baseline difference in personality traits and moral decision tendency were found across two groups of participants, our analyses revealed that social observation promoted deontological judgments especially for moral dilemmas involving direct bodily harm (i.e., personal moral dilemmas), yet with an overall decrease in decision confidence and significant prolongation of reaction time. Moreover, participants in the observed group, but not in the control group, showed the increased sensitivities towards warmth vs. competence traits words in the lexical decision task performed after the moral dilemma task. Our findings suggest that reputation concern, once triggered by the presence of potentially judgmental others, could activate a culturally dominant norm of warmth in various social contexts. This could, in turn, induce a series of goal-directed processes for self-presentation of warmth, leading to increased deontological judgments in moral dilemmas. The results of the present study provide insights into the reputational consequences of moral decisions that merit further exploration.