The “Why Me?” Model: Explaining Moral Judgments in the Eyes of Single Versus Several Victims

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.