Sacred Values

Scientific American on negotiating sacred values

What truly distinguishes sacred values from secular ones is how people behave when asked to compromise them. When people are asked to trade their sacred values for values considered to be secular—what psychologist Philip Tetlock refers to as a “taboo tradeoff”—they exhibit moral outrage, express anger and disgust, become increasingly inflexible in negotiations, and display an insensitivity to a strict cost-benefit analysis of the exchange. What’s more, when people receive monetary offers for relinquishing a sacred value, they display a particularly striking irrationality. Not only are people unwilling to compromise sacred values for money—contrary to classic economic theory’s assumption that financial incentives motivate behavior—but the inclusion of money in an offer produces a backfire effect such that people become even less likely to give up their sacred values compared to when an offer does not include money.

A recent study observed this effect in the case of the Iranian nuclear program

After giving their opinions on Iran’s nuclear program, all participants were asked to consider one of two deals for Iranian disarmament. Half of the participants read about a deal in which the United States would reduce military aid to Israel in exchange for Iran giving up its military program. The other half of the participants read about a deal in which the United States would reduce aid to Israel and would pay Iran $40 billion. After considering the deal, all participants predicted how much the Iranian people would support the deal and how much anger they would feel toward the deal. In line with the Palestinian-Israeli and Indonesian studies, those who considered the nuclear program a sacred value expressed less support, and more anger, when the deal included money.