Abstract
This chapter elaborates on the concept of morality. It identifies approach and avoidance as the most fundamental distinction in human motivation, referencing its deep origins in psychology. Proscriptive morality is avoidance-based and involves avoiding negative outcomes, while prescriptive morality is approach-based and focused on positive outcomes. The more mandatory nature of proscriptive morality and greater discretion afforded prescriptive morality suggest natural associations with the ethical theories of deontology and consequentialism. The chapter also considers the ambiguity of prescriptive immorality. Moreover, according to social psychologists, morality is the most important attribute in judgments of other people and our evaluations of groups.
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