Greater good from a distance: how psychological distance shapes utilitarian behavior

This research explores whether utilitarianism and deontology can be understood within the Construal Level Theory framework. We explore whether utilitarianism (vs. deontology), focused on the “greater good for the greatest number” as its objective, aligns with a high (vs. low) level of construal, focused on primary features and the goal of an event. We conducted an experimental study (N = 890) in which the level of construal was manipulated through social distance (high vs. low). Then measured the reported probability of participants taking utilitarian actions in three moral dilemmas and their perception of morality and appropriateness of the act itself. Although our manipulation did not affect the likelihood of taking action, a high construal level led to a more positive evaluation of morality and appropriateness of taking action. These findings add new knowledge to the role of construal level in influencing moral decision-making and moral judgments.