Ethical decision making under social uncertainty: An introduction to Überethicality

Decision making research has been revolutionized by prospect theory. In laboratory experiments, prospect theory captures human behavior to code outcome perspectives as gains or losses relative to an individual reference point, by which decisions are anchored. Prospect theory's core argument that monetary losses loom larger than gains has been generalized in many domains; yet not been tested regarding social status changes. Social status striving has been subject to social science research for a long time but until today we have no clear picture of how social status prospects relative to an individual's reference point may influence decision making and action. Understanding human cognition in the light of social status perspectives, however, could allow turning social status experiences into ethicality nudges. The perceived endowment available through social status may drive social responsibility. Ethicality as a socially-appreciated, noble contribution to society offers the prospect of social status gains given the societal respect for altruism and pro-social acts. Ethicality granting social status elevation opportunities could thereby fill current legal gaps or make people outperform legal and regulatory obligations. This paper provides an innovative application of social status theories in the sustainability domain. Building on prospect theory, two field observations of environmentally conscientious recycling behavior and sustainable energy consumption investigated if social status losses are more likely to be answered with ethicality than social status gains. Social status losses are found as significant drivers of socially-responsible environmental conscientiousness. Testing prospect theory for social status striving advances socio-economics and helps better understand the underlying mechanisms of social identity theories. Pegging social status to ethicality is an unprecedented approach to using social forces as a means for accomplishing positive societal change. Future studies may focus on elucidating whether ethicality in the wake of social status losses is more a cognitive, rational strategy or an emotional compensation for feelings of unworthiness after social status drops.