Anecdotally, people are often more into rule-based reasoning. For instance, "honesty is always the right policy" is widely accepted throughout many cultures. It is less often for cultures to naturally adopt a more consequentialist view of morality.
In the English language, saying someone is "principled" is almost synonymous with saying that person is "moral". The same thing is true in Chinese: (saying someone is 有原则的 is the same as saying that person is 好的，正直的，高尚的.)
What are some psychological and cognitive reasons that make rule-based reasoning of morality more intuitive?