Sacred values are different from secular values in that they are often associated with violations of the cost-benefit logic of rational choice models. Previous work on sacred values has been largely limited to religious or territorial conflicts deeply embedded in historical contexts. In this work we find that the Iranian nuclear program, a relatively recent development, is treated as sacred by some Iranians, leading to a greater disapproval of deals which involve monetary incentives to end the program. Our results suggest that depending on the prevalence of such values, incentive-focused negotiations may backfire.

Conflict over Iran’s nuclear program, which involves a US-led policy to impose sanctions on Iran, is perceived by each side as a preeminent challenge to its own national security and global peace. Yet, there is little scientific study or understanding of how material incentives and disincentives, such as economic sanctions, psychologically affect the targeted population and potentially influence behaviour. Here we explore the Iranian nuclear program within a paradigm concerned with sacred values. We integrate experiments within a survey of 1997 Iranians. We find that a relatively small but politically significant portion of the Iranian population believes that acquiring nuclear energy has become a sacred value, in the sense that proposed economic incentives and disincentives result in a “backfire effect” in which offers of material rewards or punishment lead to increased anger and greater disapproval. This pattern was specific to nuclear energy and did not hold for acquiring nuclear weapons. The present study is the first demonstration of the backfire effect for material disincentives as well as incentives, and on an issue whose apparent sacred nature is recent rather than longstanding.

We examine financial challenges of purchasing items that are readily-available yet symbolic of loving relationships. Using weddings and funerals as case studies, we find that people indirectly pay to avoid taboo monetary trade-offs. When purchasing items symbolic of love, respondents chose higher price, higher quality items over equally appealing lower price, lower quality items (Study 1), searched less for lower priced items (Study 2) and were less willing to negotiate prices (Study 3). The effect was present for experienced consumers (Study 1), affectively positive and negative events (Study 2), and more routine purchase events (Study 3). Trade-off avoidance, however, was limited to monetary trade-offs associated with loved ones. When either money or love was omitted from the decision context, people were more likely to engage in trade-off reasoning. By abandoning cost-benefit reasoning in order to avoid painful monetary trade-offs, people spend more money than if they engaged in trade-off based behaviors, such as seeking lower cost options or requesting lower prices.

Previous studies suggest that choices are perceived as difficult as well as negatively emotion-laden when they tap into moral considerations. However, we propose that the involvement of moral issues and values can also facilitate decisions because people often insistently preclude them from trade-offs with other values. Because such values are treated as inviolable and absolute, they are called sacred values (e.g., Tetlock et al., 2000). Two experiments examined the influence of sacred values (measured by a recent self-report scale) and variation of trade-off type (taboo, tragic, routine trade-offs) on perceived decision difficulty and negative emotions. As hypothesized, decision difficulty and negative emotions show diverging patterns as a function of sacred values and trade-off types. When the decision situation involved two conflicting sacred values (i.e., tragic trade-off), people perceived the decision task as emotionally stressful and difficult. However, when the decision situation was associated with only one sacred value (i.e., taboo trade-off), people perceived the task as more negatively emotion-laden, but as easier to solve, compared to a situation not involving sacred values (i.e., routine trade-off). These findings suggest that reliance on sacred values may work as a heuristic.

Sacred or protected values have important influences on decision making, particularly in the context of intergroup disputes. Thus far, we know little about the process of a value becoming sacred or why one person may be more likely than another to hold a sacred value. We present evidence that participation in religious ritual and perceived threat to the group lead people to be more likely to consider preferences as protected or sacred values. Specifically, three studies carried out with Americans and Palestinians show: (a) that the more people participate in religious ritual the more likely they are to report a preference to be a sacred value (Studies 1–3); (b) that people claim more sacred values when they are reminded of religious ritual (Study 2); and (c) that the effect of religious ritual on the likelihood of holding a sacred value is amplified by the perception of high threat to the in-group (Study 3). We discuss implications of these findings for understanding intergroup conflicts, and suggest avenues for future research into the emergence and spread of sacred values.