Why Mental Pictures Can Sway Your Moral Judgment - 3 views
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Lara Cowell on 20 Sep 12Joshua Greene, Harvard psychologist, posits that we have two competing moral circuits in our brains: a utilitarian, rational, cost-benefits circuit and an emotional circuit. Both circuits battle for dominance in the brain's ventromedial prefrontal cortex. When dilemmas produce vivid images in our heads, we tend to respond emotionally, due to our natural wiring. Take away the pictures - the brain goes into rational, calculation mode. In another experiment, Greene and a colleague, Amit, also found that people who think visually make more emotional moral judgments, whereas verbal people make more rational calculations.