“…People think of such values as absolute, nonsubstitutable, and above all price (Kant, 1785/1977). Empirical psychologists use the concept of sacred values (SVs; or, protected values) to refer to these core values to which people feel strongly committed to and which they wish to defend against cost–benefit calculations (Atran, Axelrod, & Davis, 2007; Baron & Spranca, 1997; Tanner, Medin, & Iliev, 2008; Tanner, Ryf, & Hanselmann, 2009; Tetlock, Kristel, Elson, Green, & Lerner, 2000). In particular, empirical research has shown that SV violations tend to be associated with strong emotional reactions, such as moral outrage or disgust (Tetlock et al, 2000).…”