Context Magnetizes The Morality Needle

Moral cognition depends hugely on context, so if someone tells us about a person who helped a stranger, we would say they're much better than the person who helped their brother. But if that someone told us about a person who helped the stranger instead of their brother, we wouldn't think they're very good at all. 

It turned out through research that we really did that, that it was really people's intuitions about familial obligation that structured people's moral intuitions across all of these different cases.