Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 1, pp.53-79
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2019
Received 01 Oct 2018 Revised 12 Nov 2018 Accepted 26 Nov 2018
DOI: https://doi.org/10.17287/kmr.2019.48.1.53

우리는 ‘호모 모랄리스’인가? 도덕 딜레마 해결 기제의 신경윤리학 연구

윤진호* ; 이은주** ; 장정***
*(주저자) 성균관대학교 jin.ho.yun90@gmail.com
**(교신저자) 성균관대학교 elee9@skku.edu
***(공저자) 성균관대학교 wenwen1004@skku.edu
Are We Homo Moralis? Neuroethical Investigation of Decision Processes for Moral Dilemmas
Jin Ho Yun* ; Eun-Ju Lee** ; Jing Zhang***
*Ph.D. Candidate in Business School, SungKyunKwan University (SKKU), First Author
**Professor in Business School and Convergence Institute for Intelligence and Informatics, SungKyunKwan University (SKKU), Corresponding Author
***Ph.D. Candidate in Business School, SungKyunKwan University (SKKU), Co-Author

초록

소비자와 경영자들은 일상 속에서 다양한 윤리적 딜레마를 경험한다. 딜레마는 두 가지 중 한 가지를 선택해야 하는 의사 결정 과정에서 발생하며, 대체로 하나의 대안이 다른 대안보다 절대적 우위를 가지지 않는 갈등 상황을 뜻한다. 본 연구에서는 신경과학적 연구방법을 이용하여, 피험자들이 기업경영과 관련된 도덕 딜레마를 접했을 때의 뇌 반응을 뇌파측정기를 이용하여 측정하고 분석하였으며, 특히 호모 모랄리스(homo moralis)의 뇌에서 도덕적 의사결정 및 행동을 주관하는 다양한 심리적 기제들을 규명하였다. 실험에서 사용한 도덕 딜레마는 사회적 딜레마와 개인적 딜레마의 두 가지 유형으로, 개인적 딜레마의 경우 의사 결정자의 윤리 위반과 연관된 대상 및 피해 범위가 개인적 수준에 머무는 경우이며, 사회적 딜레마의 경우는 도덕규범위반이 사회적으로 위중한 결과를 초래할 수 있다. 행동조사에서는 딜레마 유형에 따라 도덕적 선택/이윤 추구 선택에 통계적으로 유의한 차이가 있었다. 그러나 뇌파실험결과에서는 두 딜레마가 신경과학적으로 다른 기제로 처리됨을 보여준다. 사회적 딜레마의 경우 부정적 감성 반응을 나타내는 우측 전전두엽에서의 반응이 개인적 딜레마보다 더 유의하게 활성화 되었으며, 도덕 판단의 반응 시간도 더 짧아 사회적 딜레마를 해결하는 기제가 자동적인 직관에 근거함을 알 수 있었다. 반면 개인적 딜레마에서는 공감과 관련된 뇌부위로 알려진 측두엽의 활성이 강하게 나타났으며, 반응시간도 직관적 반응보다 느렸다. 두 가지 딜레마 모두 최종 단계에서는 자기 제어와 관련된 좌측 전두엽의 활성과 더불어 윤리적 선택 결정이 이루어졌다. 도덕 딜레마 해결 시 직관, 공감, 제어라는 세 가지 요소의 협력 기제가 사용되며 이는 도덕적 인간, 다시 말해 호모 모랄리스의 도덕심성이 본성, 정서, 이성이라는 세 가지 측면에 기반하고 있음을 보여준다.

Abstract

Moral dilemma is a situation where a decision maker must choose between a moral choice and utilitarian (economical) benefit. For business decision makers, utilitarianism/economic performance is an important professional value, hence business moral dilemmas present a psychological conflict that is difficult to resolve. We attempt to unveil mechanisms underlying morality during business decision-making in order to see how morality and profit motives can collide in business world. For experiment, we created two types of business moral dilemmas: personal and social, and carried out manipulation check in a behavioral study. Using EEG (electroencephalogram), we recorded subjects’ event-related potentials during the choice tasks where individuals faced personal and social moral dilemmas. The ERP results showed that social dilemmas invoked frontal activations in the right hemisphere around 300ms, which suggests the activation of intuitive mechanism. When subjects were given a personal dilemma, their temporal regions, i.e., brain regions which previous neuroscience studies associated with empathy, showed significant activations. At the latest decision phase, subjects’ left prefrontal cortical activities showed significant activations, reflecting the onset of the brain’s self-control function. This neuroethical investigation reveals that we as human moralis use three-pronged mechanisms of intuition, empathy, and control to make a moral choice.

Keywords:

Homo Moralis, Neuroethics, Moral Dilemma, ERP

키워드:

호모 모랄리스, 신경윤리학, 도덕 딜레마, 사건관련전위

Acknowledgments

이 논문은 2015년, 2018년 교육부의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(2015H1A2A1031721-글로벌박사양성사업/2018R1A2B6004658)

References

  • 이은주·신현준·양승은·권구상·서민아(2013), “ ‘호모 에볼루티스(Homo Evolutis)’의 깨어있는 선택,” 경영학연구, 42(3), 805-821.
  • 이한우(2018), 공자의 탁월한 통찰,“事理의 출발점은 孝,” 월간조선. 6.
  • 최도영·이건창(2016), “불확실성을 수반한 경영의사결정 시 긍정-부정감성이 비즈니스 문제해결 창의성에 미치는 효과에 관한 뉴로사이언스 기반의 실증 연구,” 경영학연구, 45(4), 1147-1172.
  • Ariely, D., and G. S. Berns(2010), “Neuromarketing: the Hope and Hype of Neuroimaging in Business,” Nature Reviews Neuroscience, 11(4), 284-292. [https://doi.org/10.1038/nrn2795]
  • Bartels, D., C. Bauman, F. Cushman, D. Pizarro, and A. P. McGraw(2014), Moral judgment and decision making, The Wiley Blackwell Handbook of Judgment and Decision Making. [https://doi.org/10.1002/9781118468333.ch17]
  • Chao, R. K.(1994), “Beyond Parental Control and Authoritarian Parenting Style: Understanding Chinese Parenting through the Cultural Notion of Training,” Child Development, 65 (4), 1111-1119. [https://doi.org/10.2307/1131308]
  • Christopoulos, G. I., P. N. Tobler, P. Bossaerts, R. J. Dolan, and W. Schultz(2009), “Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk,” Journal of Neuroscience, 29(40), 12574-12583. [https://doi.org/10.1523/JNEUROSCI.2614-09.2009]
  • Coan, J. A., and J. J. Allen(2004), “Frontal EEG Asymmetry as a Moderator and Mediator of Emotion,” Biological Psychology, 67(1-2), 7-50. [https://doi.org/10.1016/j.biopsycho.2004.03.002]
  • Conway, P., J. Goldstein-Greenwood, D. Polacek, and J. D. Greene(2018), “Sacrificial utilitarian judgments do reflect concern for the greater good: Clarification via process dissociation and the judgments of philosophers,” Cognition, 179 241-265. [https://doi.org/10.1016/j.cognition.2018.04.018]
  • Cushman, F.(2013), “Action, outcome, and value: A dual-system framework for morality,” Personality and Social Psychology Review, 17(3), 273-292. [https://doi.org/10.1177/1088868313495594]
  • De Vignemont, F., and T. Singer(2006), “The Empathic Brain: How, When and Why?,” Trends in Cognitive Sciences, 10(10), 435-441. [https://doi.org/10.1016/j.tics.2006.08.008]
  • Delorme, A., and S. Makeig(2004), “EEGLAB: An Open Source Toolbox for Analysis of Single-Trial EEG Dynamics including Independent Component Analysis,” Journal of Neuroscience Methods, 134(1), 9-21. [https://doi.org/10.1016/j.jneumeth.2003.10.009]
  • Desmond, J. E., and G. H. Glover(2002), “Estimating sample size in functional MRI (fMRI) neuroimaging studies: statistical power analyses,” Journal of Neuroscience Methods, 118(2), 115-128. [https://doi.org/10.1016/S0165-0270(02)00121-8]
  • Feldmanhall, O., D. Mobbs, and T. Dalgleish(2014), “Deconstructing the Brain's Moral Network: Dissociable Functionality between the Temporoparietal Junction and Ventro-Medial Prefrontal Cortex,” Social Cognitive and Affective Neuroscience, 9(3), 297-306. [https://doi.org/10.1093/scan/nss139]
  • Fisher, R. J.(1993), “Social desirability bias and the validity of indirect questioning,” Journal of Consumer Research, 20(2), 303-315. [https://doi.org/10.1086/209351]
  • Gleichgerrcht, E., and L. Young(2013), “Low Levels of Empathic Concern Predict Utilitarian Moral Judgment,” PLoS One, 8(4), e60418. [https://doi.org/10.1371/journal.pone.0060418]
  • Glenn, A. L., A. Raine, R. A. Schug, L. Young, and M. Hauser(2009), “Increased DLPFC Activity During Moral Decision-Making in Psychopathy,” Molecular Psychiatry, 14(10), 909. [https://doi.org/10.1038/mp.2009.76]
  • Greene, J. D.(2007), “Why are VMPFC Patients More Utilitarian? A Dual-Process Theory of Moral Judgment Explains,” Trends in Cognitive Sciences, 11(8), 322-323. [https://doi.org/10.1016/j.tics.2007.06.004]
  • Greene, J. D., and J. Haidt(2002), “How (and Where) does Moral Judgment Work?,” Trends in Cognitive Sciences, 6(12), 517-523. [https://doi.org/10.1016/S1364-6613(02)02011-9]
  • Greene, J. D., S. A. Morelli, K. Lowenberg, L. E. Nystrom, and J. D. Cohen(2008), “Cognitive Load Selectively Interferes with Utilitarian Moral Judgment,” Cognition, 107(3), 1144-1154. [https://doi.org/10.1016/j.cognition.2007.11.004]
  • Greene, J. D., L. E. Nystrom, A. D. Engell, J. M. Darley, and J. D. Cohen(2004), “The neural bases of cognitive conflict and control in moral judgment,” Neuron, 44(2), 389-400. [https://doi.org/10.1016/j.neuron.2004.09.027]
  • Greene, J. D., R. B. Sommerville, L. E. Nystrom, J. M. Darley, and J. D. Cohen(2001), “An fMRI Investigation of Emotional Engagement in Moral Judgment,” Science, 293(5537), 2105-2108. [https://doi.org/10.1126/science.1062872]
  • Haas, B. W., M. Brook, L. Remillard, A. Ishak, I. W. Anderson, and M. M. Filkowski(2015), “I Know How You Feel: The Warm-Altruistic Personality Profile and the Empathic Brain,” PLoS One, 10(3), e0120639. [https://doi.org/10.1371/journal.pone.0120639]
  • Haidt, J.(2001), “The Emotional Dog and its Rational Tail,” Psychological Review, 108(4), 814-834. [https://doi.org/10.1037/0033-295X.108.4.814]
  • Haidt, J.(2007), “The New Synthesis in Moral Psychology,” Science, 316(5827), 998-1002. [https://doi.org/10.1126/science.1137651]
  • Hume, D.(2006), An Enquiry Concerning the Principles of Morals, Oxford University Press.
  • Jackson, P. L., A. N. Meltzoff, and J. Decety(2005), “How do We Perceive the Pain of Others? A Window into the Neural Processes Involved in Empathy,” Neuroimage, 24(3), 771-779. [https://doi.org/10.1016/j.neuroimage.2004.09.006]
  • Kahneman, D., and P. Egan(2011), Thinking, fast and slow, Farrar, Straus and Giroux New York.
  • Kant, I.(1785/1959), Foundation of the Metaphysics of Morals Indianapolis, IN:, Bobbs-Merrill.
  • Koenigs, M., L. Young, R. Adolphs, D. Tranel, F. Cushman, M. Hauser, and A. Damasio(2007), “Damage to the Prefrontal Cortex Increases Utilitarian Moral Judgements,” Nature, 446 (7138), 908. [https://doi.org/10.1038/nature05631]
  • Kohlberg, L.(1969), Stage and Sequence: The Cognitive–Developmental Approach to Socialization. Chicago: Rand McNally, Handbook of Socialization Theory and Research.
  • Kunkel, A., R. Filik, I. G. Mackenzie, and H. Leuthold(2018), “Task-Dependent Evaluative Processing of Moral and Emotional Content during Comprehension: An ERP Study,” Cognitive, Affective, & Behavioral Neuroscience, 18(2), 389-409. [https://doi.org/10.3758/s13415-018-0577-5]
  • Lee, E.-J.(2016), “Empathy can Increase Customer Equity Related to Pro-Social Brands,” Journal of Business Research, 69(9), 3748-3754. [https://doi.org/10.1016/j.jbusres.2015.05.018]
  • Lee, E.-J., G. Kwon, H. J. Shin, S. Yang, S. Lee, and M. Suh(2014), “The Spell of Green: Can Frontal EEG Activations Identify Green Consumers?,” Journal of Business Ethics, 122(3), 511-521. [https://doi.org/10.1007/s10551-013-1775-2]
  • Lee, E.-J., and J. H. Yun(2017), “Moral Incompetency Under Time Constraint,” Journal of Business Research, doi:10.1016/j.jbusres.2017.10.043. [https://doi.org/10.1016/j.jbusres.2017.10.043]
  • Leuthold, H., A. Kunkel, I. G. Mackenzie, and R. Filik(2015), “Online Processing of Moral Transgressions: ERP Evidence for Spontaneous Evaluation,” Social Cognitive and Affective Neuroscience, 10(8), 1021-1029. [https://doi.org/10.1093/scan/nsu151]
  • Lloyd, D., G. Di Pellegrino, and N. Roberts(2004), “Vicarious Responses to Pain in Anterior Cingulate Cortex: Is Empathy a Multisensory Issue?,” Cognitive, Affective, & Behavioral Neuroscience, 4(2), 270-278. [https://doi.org/10.3758/CABN.4.2.270]
  • Lopez-Calderon, J., and S. J. Luck(2014), “ERPLAB: An Open-Source Toolbox for the Analysis of Event-Related Potentials,” Frontiers in Human Neuroscience, 8 213. [https://doi.org/10.3389/fnhum.2014.00213]
  • Mill, J. S.(1861/1998), Utilitarianism. New York: Oxford University Press.
  • Moll, J., and R. de Oliveira-Souza(2007), “Moral judgments, emotions and the utilitarian brain,” Trends in Cognitive Sciences, 11(8), 319-321. [https://doi.org/10.1016/j.tics.2007.06.001]
  • Nucci, L. P., and E. Turiel(1978), “Social Interactions and the Development of Social Concepts in Preschool Children,” Child Development, 49 400-407. [https://doi.org/10.2307/1128704]
  • Paulus, M. P., C. Rogalsky, A. Simmons, J. S. Feinstein, and M. B. Stein(2003), “Increased Activation in the Right Insula during Risk-Taking Decision Making is Related to Harm Avoidance and Neuroticism,” Neuroimage, 19(4), 1439-1448. [https://doi.org/10.1016/S1053-8119(03)00251-9]
  • Pizzagalli, D. A., R. J. Sherwood, J. B. Henriques, and R. J. Davidson(2005), “Frontal Brain Asymmetry and Reward Responsiveness: A Source-Localization Study,” Psychological Science, 16(10), 805-813. [https://doi.org/10.1111/j.1467-9280.2005.01618.x]
  • Plassmann, H., V. Venkatraman, S. Huettel, and C. Yoon(2015), “Consumer Neuroscience: Applications, Challenges, and Possible Solutions,” Journal of Marketing Research, 52(4), 427-435. [https://doi.org/10.1509/jmr.14.0048]
  • Rizzolatti, G., L. Fadiga, V. Gallese, and L. Fogassi (1996), “Premotor Cortex and the Recognition of Motor Actions,” Cognitive Brain Research, 3(2), 131-141. [https://doi.org/10.1016/0926-6410(95)00038-0]
  • Sarlo, M., L. Lotto, A. Manfrinati, R. Rumiati, G. Gallicchio, and D. Palomba(2012), “Temporal Dynamics of Cognitive–Emotional Interplay in Moral Decision-Making,” Journal of Cognitive Neuroscience, 24(4), 1018-1029. [https://doi.org/10.1162/jocn_a_00146]
  • Singer, T., B. Seymour, J. O'doherty, H. Kaube, R. J. Dolan, and C. D. Frith(2004), “Empathy for Pain Involves the Affective but Not Sensory Components of Pain,” Science, 303 (5661), 1157-1162. [https://doi.org/10.1126/science.1093535]
  • Smith, A.(1759), The Theory of Moral Sentiments, Penguin. [https://doi.org/10.1093/oseo/instance.00042831]
  • Thomson, J. J.(1986), Rights, Restitution, and Risk: Essays in Moral Theory. Cambridge, MA, Harvard University Press.

• 저자 윤진호는 현재 성균관대학교 경영대학 마케팅 석박통합과정 중이다. 이중 학위로 서강대학교, 호주뉴캐슬대학교 경영학과를 졸업하였다. 주요 연구분야는 신경윤리학, 신경소비자학, 의사결정 등이다.

• 저자 이은주는 현재 성균관대학교 경영대학 및 지능정보 융합원에서 정교수로 재직 중이다. 서울대학교에서 학석사를 마치고 미국 테네시 주립대학에서 소비자경제학과 마케팅으로 Dual Ph.D. Degree를 받은 후 미국 캘리포니아 로스앤잴레스 주립대학과 중앙대에서 재직하였다. 주요 연구분야는 신경경영학 및 디지털 마케팅과 인공지능 기술의 융합연구이다.

• 저자 장정은 현재 성균관대학교 경영대학 마케팅 박사과정 중이다. 중앙대학교 경영학과를 졸업하고 서울대학교 의류학과 패션비즈니스로 석사학위를 취득했다. 주요 연구분야는 신경마케팅학, 신경소비자학, 소설미디어마케팅 등이다.