Making Utilitarian Choices but Giving Deontological Advice

The traditional focus in the moral decision-making literature has been on understanding when and why people choose a utilitarian option versus a deontological option. However, we suggest that when deciding between these two options, people prefer a third option: to seek out others' advice-which raises the question, what advice do people give others who are faced with a moral dilemma? In a meta-analysis of responses to 50 unique moral dilemmas, furnished by undergraduates, online panelists, and passers-by, we compared 8,696 self-choice responses (from participants who decided what option they choose) with 8,548 advisor responses (from participants who recommended what option others should choose). We found that when advising others, participants favored deontological options more, recommending these options over the more utilitarian options that participants chose for themselves (d = .112). Our research shows that when people seek advice from others, the two cents they receive are a deontological sense.