Moral Conviction: Another Contributor to Attitude Strength or Something More?

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Abstract

Attitudes held with strong moral conviction (moral mandates) were predicted to have different interpersonal consequences than strong but nonmoral attitudes. After controlling for indices of attitude strength, the authors explored the unique effect of moral conviction on the degree that people preferred greater social (Studies 1 and 2) and physical (Study 3) distance from attitudinally dissimilar others and the effects of moral conviction on group interaction and decision making in attitudinally homogeneous versus heterogeneous groups (Study 4). Results supported the moral mandate hypothesis: Stronger moral conviction led to (a) greater preferred social and physical distance from attitudinally dissimilar others, (b) intolerance of attitudinally dissimilar others in both intimate (e.g., friend) and distant relationships (e.g., owner of a store one frequents), (c) lower levels of good will and cooperativeness in attitudinally heterogeneous groups, and (d) a greater inability to generate procedural solutions to resolve disagreements.

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The psychology of the unthinkable: taboo trade-offs, forbidden base rates, and heretical counterfactuals.

Philip E. Tetlock, Orie Kristel, S. Beth Elson … (2000)

Five studies explored cognitive, affective, and behavioral responses to proscribed forms of social cognition. Experiments 1 and 2 revealed that people responded to taboo trade-offs that monetized sacred values with moral outrage and cleansing. Experiments 3 and 4 revealed that racial egalitarians were least likely to use, and angriest at those who did use, race-tainted base rates and that egalitarians who inadvertently used such base rates tried to reaffirm their fair-mindedness. Experiment 5 revealed that Christian fundamentalists were most likely to reject heretical counterfactuals that applied everyday causal schemata to Biblical narratives and to engage in moral cleansing after merely contemplating such possibilities. Although the results fit the sacred-value-protection model (SVPM) better than rival formulations, the SVPM must draw on cross-cultural taxonomies of relational schemata to specify normative boundaries on thought.