Binding Force
It can be unclear what it means to say that a person "ought to do X because it is moral, whether they like it or not". Morality is sometimes presumed to have some kind of special binding force on behaviour, but some philosophers think that, used this way, the word "ought" seems to wrongly attribute magic powers to morality. For instance, G. E. M. Anscombe worries that "ought" has become a "a word of mere mesmeric force". British ethicist Phillipa Foot elaborates that morality does not seem to have any special binding force, and she clarifies that people will only behave morally when they are motivated to do so due to other factors.
If he is an amoral man he may deny that he has any reason to trouble his head over this or any other moral demand. Of course, he may be mistaken, and his life as well as others' lives may be most sadly spoiled by his selfishness. But this is not what is urged by those who think they can close the matter by an emphatic use of 'ought'. My argument is that they are relying on an illusion, as if trying to give the moral 'ought' a magic force.
“ ” -Phillipa FootFoot says "People talk, for instance, about the 'binding force' of morality, but it is not clear what this means if not that we feel ourselves unable to escape." The idea is that, faced with an opportunity to steal a book because we can get away with it, moral obligation itself has no power to stop us unless we feel an obligation. Morality may therefore have no binding force beyond regular human motivations, and people must be motivated to behave morally. The question then arises: what role does reason play in motivating moral behaviour?
Read more about this topic: Normative Ethics
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