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Protected values or other very similar notions, such as sacred values, taboo values, and moral mandates, are values people preclude from tradeoffs with other values, particularly secular values. Protected values refer to any concrete or abstract entity (e.g., human beings, animals, dignity, health, love, honor, honesty, human rights) an individual or a community considers as infinitely significant, not substitutable and inviolable, and therefore as nontradable and noncompensatory. For instance, many people think that it is morally wrong to sacrifice human or animal lives in return for monetary benefits or to have a free market of transplant organs. Trading them off would offend deeply held beliefs and undercut people's self-image as moral beings or threaten a way of life.

An important foundation for research on this issue has been laid by Philip Tetlock and colleagues. They have examined how people respond to and cope with violations of protected values or sacred values. Other research efforts, mainly influenced by Ilana Ritov and Jonathan Baron, have focused more on how such values affect decision-making processes.

Relevance for Medical Decision Making

The phenomenon of protected values is interesting for theoretical and practical reasons. From a theoretical perspective, protected values create a problem for utilitarian theories. Such models presuppose that any value can be traded off for any other value. When protected values are involved, however, trading off such values is precluded. Researchers have recognized trade-off reluctance as a common problem when using contingent valuation methods to quantify values or public goods. For example, people often reject decisions and refuse “putting a price on life” by trading off life with monetary expenses. It seems that if goods or services tap ethical issues or reflect a protected value, placing a monetary value on this specific value is difficult yet unacceptable.

From a practical perspective, protected values are highly relevant for medical decision making. Ethical reservations or strong protected values are very likely involved in fields such as euthanasia, prolongation of life, abortion, prenatal diagnosis, vaccination, organ transplantation, genetic therapy, and cloning. Given that such decisions tap into strong beliefs and moral commitments, they are highly emotion laden. Research suggests that people can respond with strong outrage to threats to protected values and socially distance them selves from potential violators of taboo trade-offs. Furthermore, interactions between physicians and patients can become exceedingly difficult and con flicting when protected values are involved on one or both sides.

Research and Current Findings

Omission and Action Tendencies

Previous research suggests that protected values are often linked with deontological principles. Deontology refers to duty and is usually contrasted with consequentialism. The distinctive idea of deontological reasoning is that the focus is on the inherent rightness or wrongness of an act per se rather than on the magnitude of the consequences (the consequentialist perspective). Deontological principles reflect morally mandated actions or omissions, such as the duty to keep promises or the duty not to lie. Such duties can be religious in nature (e.g., the Ten Commandments), socially contracted (e.g., the Hippocratic Oath, human rights), or intuitive (e.g., to do no harm).

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