To explain decision behavior by reducing it to utility maximization, as Kahneman and Tversky (2000) do, or to intuitive behavior, as Gigerenzer (1996) does, is to risk oversimplification. There is no single definition of rational decision behavior. The context defines what decision behavior can be evaluated as rational. In the context of morality, subjects base their decision behavior on four different ethical positions: deontology, hedonism, intuitionism and utilitarianism. In this article the classical Asian disease problem (ADP), used by Kahneman and Tversky (1981) to show the framing...