Faculty Proceedings, Presentations, Speeches and Lectures

Event Title

Society for Judgment and Decision Making: The 2019 40th Annual Conference

Event Location

Montréal, Québec, Canada

Document Type


Presentation Date


Date Range

2019-11-15 to 2019-11-18


How do people make decisions? Prior research focuses on how people's cost-benefit assessments affect which medical treatments they choose. We propose that people also worry about what these health decisions signal about who they are. Across four studies, we find that medication is thought to be the "easy way out", signaling a lack of willpower and character. These moral beliefs lower the appeal of medications. Manipulating these beliefs--by framing medication as a signal of superior willpower or by highlighting the idea that treatment choice is just a preference--increases preferences for medication.

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Psychology Commons