ABSTRACT : Many philosophers and psychologists think that moral norms have a different nature as rules from convention: while we are obliged to respect moral norms because of what they are in themselves, our respect for conventions depends on our attitude toward a particular social context. I question this distinction between moral norms and conventions and argue that conventions depend on social context because the context structures the agents’ expectations, sets reference points for the assessment of gains and losses, and (...) helps the observer to infer the presence and the seriousness of harms. (shrink)