“Good people don’t need medication”: How moral character beliefs affect medical decision making

We propose that moral character beliefs influence medical treatment choices. In comparison to behavioral treatments, medication is believed be an “easy way out,” showing a lack of willpower and, therefore, character. These lower the appeal treatments relative treatments. Reducing impact moderates this effect. Specifically, preference for behavior over attenuates when choice framed as “just preference” and therefore irrelevant inferences. Finally, we find more effective option, it no longer viewed worse This because two competing indirect effects occur: Medication still than (ineffective) which shows character, but also creating better outcomes Our findings highlight importance identity in health decision-making.