You're heartless, I'm less: self-image and social norms in moral judgment.

Are moral judgments to sacrificial dilemmas shaped by a latent social norm? The present research addresses this issue. We report a set of six studies (plus a supplementary one) which question the existence of a social norm in the longstanding deontism/utilitarian debate by relying on two original tools, namely substitution technique and self-presentation paradigm. Study 1 showed that American participants asked to answer like most Americans would do gave more utilitarian responses than control participants who answered in their own name (Study 1). Study 2 showed that participants instructed to answer in a disapproval fashion were more utilitarian than both participants instructed to answer in an approval fashion and control participants. Importantly, no difference was observed between the approval and control conditions, suggesting that participants naturally align their moral judgments with a latent norm they think is the most socially desirable. Studies 3-5 explored in addition the effect of the activation of a deontism-skewed norm using the substitution instruction on subsequent impression formation. For the latter task, participants were instructed to evaluate a random participant selected from a previous study who gave utilitarian-like responses (Studies 3a-3b), or to evaluate a fictitious politician who endorsed either a deontic or utilitarian orientation (Studies 4-5). Although we consistently replicated the effect of substitution instruction, we failed to show that attempts to activate a norm in a given individual shaped their evaluation of other people who do not align with this norm. Finally, we report a mini meta-analysis targeting the pooled effect and homogeneity among our studies.