Question framing and sensitivity to consequences in sacrificial moral dilemmas.

In sacrificial dilemmas, participants judge the morality of killing one person to save several others. For five sacrificial dilemmas, participants rated on separate unidimensional scales how "morally right" and how "morally wrong" they felt such actions would be under six combinations of beneficiaries (strangers, cousins, one's children) and targets (firefighter, bank robber). Framing a survey question in terms of "morally right" potentially primes prescriptive moral norms, directing attention to the beneficiaries; framing it in terms of "morally wrong" potentially primes proscriptive moral norms, directing attention to the targets. Selective attention induced by a question should heighten sensitivity to changes in levels of the corresponding independent variable. Accordingly, ratings of right changed more than ratings of wrong across beneficiaries; ratings of wrong changed more than ratings of right across targets. Question framing can bias moral appraisal by heightening or attenuating attentiveness to individuals who would benefit or suffer from sacrificial action.