From aesthetics to ethics: Testing the link between an emotional experience of awe and the motive of quixoteism on (un)ethical behavior

According to the awe-quixoteism hypothesis, one experience of awe may lead to the engagement in challenging actions aimed at increasing the welfare of the world. However, what if the action involves damaging one individual? Across four experiments (N = 876), half participants were induced to feel either awe or a different (pleasant, activating, or neutral-control) emotion, and then decided whether achieving a prosocial goal (local vs. global). In the first three experiments this decision was assessed through a dilemma that involved to sacrifice one individual’s life, additionally in Experiments 2 and 3 we varied the quality of the action (ordinary vs. challenging). In Experiment 4, participants decided whether performing a real helping action. Overall, in line with the awe-quixoteism hypothesis, the results showed that previously inducing awe enhanced the willingness to sacrifice someone (Experiments 1, 2 and 3) or the acceptance to help (Experiment 4) when the decision involved engaging in challenges aimed at improving the welfare of the world.