Abstract

We examined the question of how “salient others” influence economic decisions. We proposed that moral motives actively shape economic decisions in social situations. In an experiment, we varied the decision situation and the moral motive. As hypothesized, moral motives influenced decision behavior only in social situations but not in non-social situations. In addition, we showed that in anonymous social one-shot situations, individuals are susceptible to situational moral motive framing. In contrast, situational cues were ineffective if a moral motive was already established in the relationship between interacting partners. The results showed that moral motives matter in economic decision-making and that people infer information about morally “appropriate” behavior in anonymous social interactions from moral cues provided by the situation. The presented research offers a psychological explanation for why individuals make different decisions in economic decision situations depending on the social situation.