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Stealth emotional manipulation could be channeled to sell things (you suddenly find that you feel better after buying from a particular store, for instance), but it might also be used to exert influence in a multitude of other ways.

Outside of the Union Square store, the activists are talking to a small crowd. “They refuse to test products on the very animals they turn around and sell as meat,” says a man wearing fuzzy bunny ears and holding a big sign. + This inconsistency presents a valid question: If I decide there is something ethically wrong with dripping chemicals into a rabbit’s eye to test its toxicity, is it hypocritical to eat that animal? + Hal Herzog talks about the relative ability of an individual to live with moral inconsistency, but perhaps the rabbit debate is less about morality and instead has to do with the categorical boundaries we use to talk about the debate in the first place.

But whether an activity flips our mental switches to the “moral” setting isn’t just a matter of how much harm it does. We don’t show contempt to the man who fails to change the batteries in his smoke alarms or takes his family on a driving vacation, both of which multiply the risk they will die in an accident. Driving a gas-guzzling Hummer is reprehensible, but driving a gas-guzzling old Volvo is not; eating a Big Mac is unconscionable, but not imported cheese or crème brûlée. The reason for these double standards is obvious: people tend to align their moralization with their own lifestyles.

People don’t generally engage in moral reasoning, Haidt argues, but moral rationalization: they begin with the conclusion, coughed up by an unconscious emotion, and then work backward to a plausible justification.

Together, the findings corroborate Greene’s theory that our nonutilitarian intuitions come from the victory of an emotional impulse over a cost-benefit analysis.

The psychologist Philip Tetlock has shown that the mentality of taboo — a conviction that some thoughts are sinful to think — is not just a superstition of Polynesians but a mind-set that can easily be triggered in college-educated Americans. Just ask them to think about applying the sphere of reciprocity to relationships customarily governed by community or authority. When Tetlock asked subjects for their opinions on whether adoption agencies should place children with the couples willing to pay the most, whether people should have the right to sell their organs and whether they should be able to buy their way out of jury duty, the subjects not only disagreed but felt personally insulted and were outraged that anyone would raise the question.

The moral sense, then, may be rooted in the design of the normal human brain. Yet for all the awe that may fill our minds when we reflect on an innate moral law within, the idea is at best incomplete. Consider this moral dilemma: A runaway trolley is about to kill a schoolteacher. You can divert the trolley onto a sidetrack, but the trolley would trip a switch sending a signal to a class of 6-year-olds, giving them permission to name a teddy bear Muhammad. Is it permissible to pull the lever? This is no joke. Last month a British woman teaching in a private school in Sudan allowed her class to name a teddy bear after the most popular boy in the class, who bore the name of the founder of Islam. She was jailed for blasphemy and threatened with a public flogging, while a mob outside the prison demanded her death. To the protesters, the woman’s life clearly had less value than maximizing the dignity of their religion, and their judgment on whether it is right to divert the hypothetical trolley would have differed from ours. Whatever grammar guides people’s moral judgments can’t be all that universal. Anyone who stayed awake through Anthropology 101 can offer many other examples.

The impulse to avoid harm, which gives trolley ponderers the willies when they consider throwing a man off a bridge, can also be found in rhesus monkeys, who go hungry rather than pull a chain that delivers food to them and a shock to another monkey. Respect for authority is clearly related to the pecking orders of dominance and appeasement that are widespread in the animal kingdom. The purity-defilement contrast taps the emotion of disgust that is triggered by potential disease vectors like bodily effluvia, decaying flesh and unconventional forms of meat, and by risky sexual practices like incest.

All this brings us to a theory of how the moral sense can be universal and variable at the same time. The five moral spheres are universal, a legacy of evolution. But how they are ranked in importance, and which is brought in to moralize which area of social life — sex, government, commerce, religion, diet and so on — depends on the culture.

By analogy, we are born with a universal moral grammar that forces us to analyze human action in terms of its moral structure, with just as little awareness. The idea that the moral sense is an innate part of human nature is not far-fetched. A list of human universals collected by the anthropologist Donald E. Brown includes many moral concepts and emotions, including a distinction between right and wrong; empathy; fairness; admiration of generosity; rights and obligations; proscription of murder, rape and other forms of violence; redress of wrongs; sanctions for wrongs against the community; shame; and taboos.

Here is the worry. The scientific outlook has taught us that some parts of our subjective experience are products of our biological makeup and have no objective counterpart in the world. The qualitative difference between red and green, the tastiness of fruit and foulness of carrion, the scariness of heights and prettiness of flowers are design features of our common nervous system, and if our species had evolved in a different ecosystem or if we were missing a few genes, our reactions could go the other way. Now, if the distinction between right and wrong is also a product of brain wiring, why should we believe it is any more real than the distinction between red and green? And if it is just a collective hallucination, how could we argue that evils like genocide and slavery are wrong for everyone, rather than just distasteful to us?

Putting God in charge of morality is one way to solve the problem, of course, but Plato made short work of it 2,400 years ago. Does God have a good reason for designating certain acts as moral and others as immoral? If not — if his dictates are divine whims — why should we take them seriously? Suppose that God commanded us to torture a child. Would that make it all right, or would some other standard give us reasons to resist? And if, on the other hand, God was forced by moral reasons to issue some dictates and not others — if a command to torture a child was never an option — then why not appeal to those reasons directly?