Profit vs. Principle: The Neurobiology of Integrity || Wired
Let your better self rest assured: Dearly held values truly are sacred, and not merely cost-benefit analyses masquerading as nobel intent, concludes a new study on the neurobiology of moral decision-making. Such values are conceived differently, and occur in very different parts of the brain, than utilitarian decisions.
“Why do people do what they do?” said neuroscientist Greg Berns of Emory University. “Asked if they’d kill an innocent human being, most people would say no, but there can be two very different ways of coming to that answer. You could say it would hurt their family, that it would be bad because of the consequences. Or you could take the Ten Commandments view: You just don’t do it. It’s not even a question of going beyond.”
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When test subjects agreed to sell out, their brains displayed common signatures of activity in regions previously linked to calculating utility. When they refused, activity was concentrated in other parts of their brains: the ventrolateral prefrontal cortex, which is known to be involved in processing and understanding abstract rules, and the right temporoparietal junction, which has been implicated in moral judgement.
In short, when people didn’t sell out their principles, it wasn’t because the price wasn’t right. It just seemed wrong. “There’s one bucket of things that are utilitarian, and another bucket of categorical things,” Berns said. “If it’s a sacred value to you, then you can’t even conceive of it in a cost-benefit framework.”
