Influence Of Protected Values On Behavioral Decision-making: Deontological Orientations Versus Consequentialist Orientations

Protected values are the values of the following nature:people refuse to this concept point to the object and other objects of value to trade with each other, especially those who refuse to have economic value only with the object of transactions (Gui-Bing, Xi Yan,2005). Values as a kind of protective behavior in decision-making on the impact of values are inevitable.The study included two experiments, Experiment 1 explored the influence of protected values on behavioral decision-making.The results showed that:(1)Under the negative frame, the possibility to choose action for the individuals with high protected values was higher than those with low protected values; While under the positive frame,it showed no obvious difference between the individuals with high protected values and those with low protected values; (2) The individuals with high protected values showed no framing effect in decision making, and they tended to choose action rather than omission; (3) To the individuals with low protected values, the frame effect was existed in decision-making, and it is manifested in the positive frame rather than negative frame. Experiment 2 investigated that the influence of the deontological and consequentialist orientation on decision-making and contacted its relation with protected values, the results showed that:(1) The deontological orientation and the consequentialist orientation were not mutually exclusive, but unrelated.Protected values were positively related to the deontological orientation,while had a negative correlation with the consequentialist orientation.(2) The frame effects didn't exist,when the individuals with high protected values, high deontological but low consequentialist orientation were on decision-making;the frame effects existed on those with low protected values, low deontological but high consequentialist orientation. (3) The individuals with high deontological orientation preferred to act, comparing to the low deontological orientation. (4) The possibility to choose action for the individuals with high protected values and high consequentialist orientation was significantly higher than those with low protected values and high consequentialist orientation.In conclusion, this study investigated the influence of the protected values on decision-making, and discussed the different role of the deontological and consequentialist orientation within them.This study developed the research about frame effect and the relaionship between protected values and behavior. Future research should improve the measurement of protected values, and further enhance the ecological validity of experiments.