Abstract: Protected values are those which people refuse to trade for any other value, especially for economic value. The evidence of cognitive neuroscience research in recent years provides two reasons why people exhibit the behavior of “sacrificing life for righteousness” for protected values, such as defying their own interests or even giving up their life. This is because protected values are characterized and constructed by an absolute rule of deontology, which makes people less likely to weigh the advantages and disadvantages of a trade; protected values are also closely related to the processes of self-identity and moral identity, and thus are subjectively endowed with the highest value. Further studies are needed to conduct empirical research on the core values of Chinese people based on the research paradigm of protective values, focus on its cultural differences, and carry out the corresponding practical research on intervention and guidance of correct values.

Key words: protected values, cognitive neural mechanism, deontological, utilitarian, backfire effect