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Mechanism of Implicit Moral Decision in the Context of Non-deceptive Counterfeit Luxury Consumption
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  • Jia Jin,
  • Lu Dai,
  • Taihao Li,
  • Ting Xu,
  • Guanxiong Pei,
  • Baojun Ma
Jia Jin
Shanghai International Studies University
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Lu Dai
Shanghai International Studies University
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Taihao Li
Zhejiang Lab
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Ting Xu
Ningbo University
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Guanxiong Pei
Zhejiang Lab

Corresponding Author:[email protected]

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Baojun Ma
Shanghai International Studies University
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Abstract

The implicit moral decision exists widely in our daily life, such as the non-deceptive counterfeit luxury consumption, imitating artwork and so on, but its moral decision mechanism remains to be clarified. The implicit moral decision has two distinct characteristics compared with the traditional moral decision, namely the difficulty in assessing consequences and the vague moral boundaries. This study is dedicated to studying how moral beliefs affect individuals’ moral decision process and decision outcomes in implicit moral decisions, as well as the effect of attitude function, which can impact the implicit degree of moral decision. We employed transcranial direct current stimulation (tDCS) to examine the neural underlying and the effect of moral belief on counterfeit luxury consumption. Our results showed that the moral belief in counterfeit luxury consumption was higher for the a-tDCS group (left anodal/right cathodal tDCS over dorsolateral prefrontal cortex) than the s-tDCS group (sham stimulation). The purchase intention of the s-tDCS group is higher than that of the a-tDCS group. Moreover, the response time of the value-expressive function is longer for the a-tDCS group than that of the s-tDCS group. Hence, these results suggested that moral beliefs can change implicit moral decisions, which is also related to the left dorsolateral prefrontal cortex (DLPFC). Besides, attitude functions can affect the relationship between moral beliefs and moral decision processes, but it does not affect the relationship between moral beliefs and moral decision outcomes. In summary, these findings can help solve the social problems caused by implicit moral decisions.