Where psychological science meets moral theory: Linking up motivational primitives with normative ethics

The main normative moral theories in Western thought, from deontology to virtue and consequentialist ethics, revolve around conceptions of the moral right, good, and worth. However, a few elementary psychological motives lie at a deeper level. In the present article, I outline the key tenets of regulatory focus, regulatory mode, and the hedonic principle (approach/avoidance), which I define as “motivational primitives,” and provide a conceptual analysis of their links with specific ethical systems. I unveil how moral judgment in each of them is psychologically construed on the basis of the motivational primitives and their underlying self-regulatory processes. The credibility of the proposed framework will be fully brought to life when researchers, having agreed on satisfactory operationalizations and manipulations of the primitives, will be able to reconcile the speculative and the empirical planes.