An Exploration of Moral Rebelliousness with Adolescents and Young Adults

The present pair of studies investigated the assessment, correlates, and evaluation of “moral rebels” who follow their own moral convictions despite social pressure to comply. In Study 1, self, peer, and teacher ratings of adolescents' tendencies to be a moral rebel were positively intercorrelated. In Study 2, young adults' tendencies to be a moral rebel were associated with relatively high self-esteem scores and relatively low willingness to engage in minor moral violations and need to belong scores. Both adolescents and young adults reported relatively favorable attitudes toward a morally rebellious peer, especially when they themselves had heightened ratings on this characteristic.     

How a perceived status change increase consumers’ tendency toward consumption through double psychological mechanisms

While previous research has demonstrated that status significantly affects consumer behaviour, most studies have examined objective status rather than perceived status. The present article, therefore, aims to examine how a perceived change in status affects consumers’ status consumption as well as the underlying psychological mechanisms for this behaviour. Study 1 manipulates participants’ perceived status change and measures their tendencies toward status consumption. Results show that both participants undergoing status improvement and those perceiving a threat to their status are more inclined towards status consumption than participants in a control condition. Study 2 manipulates participants’ perceived status change and measures their self‐presentation motivation, self‐compensation motivation, and status consumption tendency. A series of mediation analyses shows that self‐presentation, rather than self‐compensation, mediates the positive effect of status improvement on consumers’ status consumption and that self‐compensation, rather than self‐presentation, mediates the positive effect of status threat on consumers’ status consumption. Results of our studies suggest that consumers who perceive status improvement seek status consumption for self‐presentation purposes, while consumers who perceive status threat seek status consumption for self‐compensation. The article concludes by discussing the theoretical contribution of this research and offering practical suggestions regarding product marketing.     

Advantaged group's emotional reactions to intergroup inequality: the dynamics of pride, guilt, and sympathy

Three studies establish intergroup inequality to investigate how it is emotionally experienced by the advantaged. Studies 1 and 2 examine psychology students' emotional experience of their unequal job situation with worse-off pedagogy students. When inequality is ingroup focused and legitimate, participants experience more pride. However, when inequality is ingroup focused and illegitimate, participants experience more guilt. Sympathy is increased when inequality is outgroup focused and illegitimate. These emotions have particular effects on behavioral tendencies. In Study 2 group-based pride predicts greater ingroup favoritism in a resource distribution task, whereas group-based sympathy predicts less ingroup favoritism. Study 3 replicates these findings in the context of students' willingness to let young immigrants take part in a university sport. Pride predicts less willingness to let immigrants take part whereas sympathy predicts greater willingness. Guilt is a weak predictor of behavioral tendencies in all studies. This shows the specificity of emotions experienced about intergroup inequality.     

Standing Out From the Crowd: How Comparison to Prototypes Can Decrease Health-Risk Behavior in Young Adults

This research tested whether social comparison can encourage adolescents to make less risky health decisions. Two studies demonstrated that when young adults compare themselves with drinkers, they become less willing to drink if they perceive dissimilarity between themselves and those drinkers. When participants in Study 1 compared with someone who drinks regularly, their perceived similarity to prototypical drinkers was positively related to their willingness to drink. In Study 2, participants identified or contrasted themselves with prototypical drinkers; those encouraged to contrast who also felt less similar to the prototype reported less willingness to drink. These studies support the prototype/willingness model's assumption that prototypes affect willingness to drink through social comparison.     

Fighting for independence: Significant others' goals for oneself incite reactance among the powerful

We tested the prediction that power increases people's tendencies to act against the goals their close significant others have for them. Participants in Study 1 all reported in a pre-test that their mother wanted them to achieve, but that they themselves were relatively less interested in achieving. A week later, high-power (but not neutral-power) participants who were reminded of their mother were subsequently less likely to pursue an achievement goal. Study 2 replicated this pattern of results with romantic partners and showed that the effects were strongest when individuals were personally less interested in pursuing a goal they believed their significant other held for them. In Study 3, we looked at mothers and healthy eating goals, and found that the predicted pattern only emerged for close significant others. Further, feelings of reactance mediated high-power participants' tendencies to act against significant-other goals that they themselves held less strongly.     

Shifting toward cooperative tendencies and forgiveness: How partner‐focused prayer transforms motivation

Several studies tested whether partner‐focused prayer shifts individuals toward cooperative tendencies and forgiveness. In Studies 1 and 2, participants who prayed more frequently for their partner were rated by objective coders as less vengeful. Study 3 showed that, compared to partners of targets in the positive partner thought condition, the romantic partners of targets assigned to pray reported a positive change in their partner's forgiveness. In Study 4, participants who prayed following a partner's “hurtful behavior” were more cooperative with their partners in a mixed‐motive game compared to participants who engaged in positive thoughts about their partner. In Study 5, participants who prayed for a close relationship partner reported higher levels of cooperative tendencies and forgiveness.     

Ostracism drives group moralization and extreme group behavior

ABSTRACT

Sharing beliefs, particularly moral beliefs, is a way to establish social connections. We hypothesized that ostracism leads people who are high in the need to belong to adhere to the moral beliefs of an ingroup, and that moralizing the beliefs of one’s group increases the willingness to endorse extreme behavior on behalf of the group. Across two studies, participants were ostracized or included, rated the moral relevance of their group values, and indicated their endorsement of extreme behavior on behalf of the group. Across studies, ostracism increased group moralization in participants high in the need to belong. In Study 2, group moralization translated into endorsement of extreme behavior. Our findings suggest that morality serves a binding function that may be channeled into extreme behaviors. (120 words)     

When does feeling moral actually make you a better person? Conceptual abstraction moderates whether past moral deeds motivate consistency or compensatory behavior

According to the moral licensing literature, moral self-perceptions induce compensatory behavior: People who feel moral act less prosocially than those who feel immoral. Conversely, work on moral identity indicates that moral self-perceptions motivate behavioral consistency: People who feel moral act more prosocially than those who feel less so. In three studies, the authors reconcile these propositions by demonstrating the moderating role of conceptual abstraction. In Study 1, participants who recalled performing recent (concrete) moral or immoral behavior demonstrated compensatory behavior, whereas participants who considered temporally distant (abstract) moral behavior demonstrated behavioral consistency. Study 2 confirmed that this effect was unique to moral self-perceptions. Study 3 manipulated whether participants recalled moral or immoral actions concretely or abstractly, and replicated the moderation pattern with willingness to donate real money to charity. Together, these findings suggest that concrete moral self-perceptions activate self-regulatory behavior, and abstract moral self-perceptions activate identity concerns.     

Self‐transcendence as a psychological parenthood motive: When mortality salience increases the desire for non‐biological children

Reminders of existential threat increase people's desire for offspring. In line with terror management theory, we explain these effects by the motivation to transcend the self via offspring that complements biological accounts of reproduction motivation under threat. Accordingly, Study 1 shows that mortality salience increases self‐transcendence motivation but not other parenthood motivations. Furthermore, mortality salience increased willingness to adopt children (Study 2) or a 14‐year‐old child (Study 3) only for those participants who were told that the personality of children is the product of nurture (and thus determined by their parent's self). In addition, mortality salience increased general willingness to adopt, irrespective of whether nurture or genetic influence was made salient in Study 3, where participants imagined being unable to have biological offspring. We discuss how these findings contribute to explaining increased reproduction intentions under existential threat and processes of terror management.     

The threat of moral transgression: The impact of group membership and moral opportunity

When other ingroup members behave immorally, people's motivation to maintain a moral group image may cause them to experience increased threat and act defensively in response. In the current research, we investigated people's reactions to others' misconduct and examined the effect of group membership and the possible threat‐reducing function of moral opportunity—the prospect of being able to re‐establish the group's moral image. In Study 1, students who were confronted with fellow students' plagiarism and who received an opportunity to improve their group's morality reported feeling less threatened than students who did not receive such opportunity. In Study 2, students reacted to a recent academic fraud case, which either implicated an ingroup (scholar in their own discipline) or an outgroup member (scholar in another discipline). Results indicated that participants experienced more threat when an ingroup (versus an outgroup) member had committed the moral transgression. However, as hypothesized, this was not the case when moral opportunity was provided. Hence, the threat‐reducing effect of moral opportunity was replicated. Additionally, participants generally were more defensive in response to ingroup (versus outgroup) moral failure and less defensive when moral opportunity was present (versus absent). Together, these findings suggest that the reduction of threat due to moral opportunity may generally help individuals take constructive action when the behavior of fellow group members discredits the group's moral image.     

Who can spot a potential problem gambler? Testing “it takes one to know one” and acquaintanceship effects in a university student population

How easy is it for individuals to detect low to moderate levels of problem gambling tendencies in others? Are individuals who have problem gambling tendencies themselves, or are close relationship partners, more accurate judges? We examine these questions in two studies involving a total of 336 interacting dyads drawn largely from a university student population. In Study 1 all pairs were strangers, whereas in Study 2 approximately half of the pairs were close. After the “judge” observed the “target” complete a gambling task, the dyad had a face-to-face discussion, with topics including favorite pastimes and personal weaknesses. Judges estimated the target's problem gambling tendencies, and both judges and targets self-reported their own gambling tendencies. There was evidence of modest, albeit somewhat inconsistent, accuracy in individuals’ judgments of the other person's problem gambling tendencies, but no “it takes one to know one” or acquaintanceship effects were apparent. Results also indicated that judges evidenced a projection bias, whereby they saw the target as similar to themselves, especially within close pairs. These results reveal that even after minimal interaction with a stranger individuals can be able to judge the person's gambling tendencies with some accuracy. At the same time, our findings indicating that close others and those with problem gambling tendencies themselves are not more or less tuned in to the early signs of a problem than anyone else suggest that it would be inappropriate to be especially convinced by—or skeptical of—these individuals’ judgments.     

Striving for the moral self: the effects of recalling past moral actions on future moral behavior

People's desires to see themselves as moral actors can contribute to their striving for and achievement of a sense of self-completeness. The authors use self-completion theory to predict (and show) that recalling one's own (im)moral behavior leads to compensatory rather than consistent moral action as a way of completing the moral self. In three studies, people who recalled their immoral behavior reported greater participation in moral activities (Study 1), reported stronger prosocial intentions (Study 2), and showed less cheating (Study 3) than people who recalled their moral behavior. These compensatory effects were related to the moral magnitude of the recalled event, but they did not emerge when people recalled their own positive or negative nonmoral behavior (Study 2) or others' (im)moral behavior (Study 3). Thus, the authors extend self-completion theory to the moral domain and use it to integrate the research on moral cleansing (remunerative moral strivings) and moral licensing (relaxed moral strivings).     

Consumer affects when making undesirable purchases to meet the minimum purchase requirement: Decision‐related variables as moderators

One common type of sales promotion involves a minimum purchase requirement (MinPR), where customers must purchase at least a minimum number of products to enjoy a discount. In the process of making purchases to qualify for the discount, consumers may find their first‐choice product options or have to settle for products that they did not originally prefer. Three between‐subjects experiments examines whether, in various decision situations, counterfactual thinking (CFT) might bias individuals' emotions in response to desirable versus undesirable purchases. Study 1 demonstrates that participants who made undesirable purchases to meet the MinPR felt less satisfied with the purchase outcome precipitated by upward CFT, whereas downward CFT led to feelings of pleasure in participants who could find their first‐choice product options. Studies 2 and 3 find that counterfactual emotions of undesirable purchases were more pronounced when participants experienced a difficult decision process because of a narrow promotion scope or when time pressure, manipulated in terms of explicit deadlines, is heavy rather than light, respectively. On the contrary, participants' responses to desirable purchases did not vary as a function of decision difficulty or time pressure.     

Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.     

If only I had the time! The impact of time salience on consumers' evaluations of product offers

We explore consumers' consideration of their time budgets when evaluating product offers in a context in which we expect those budgets are most easily ignored—product giveaways. Across three studies, we manipulate the salience of time for participants considering free seminars (Study 1a) and free vacations (Studies 1b and 2) to be received in the near or distant future. Beginning with Study 1, we demonstrate that when time is made salient to them, consumers consider slack in their time budgets when evaluating near‐future but not distant‐future product giveaways. Otherwise, consumers appear to largely ignore time budget slack when evaluating free offers. In Study 2, we replicate these basic effects while providing evidence that consumers' consider slack in their time budgets at the point they commit to a giveaway rather than at the point when they will receive the product. We discuss these findings in terms of both their theoretical and marketing implications. Copyright © 2013 John Wiley & Sons, Ltd.     

Low‐status aversion: the effect of self‐threat on willingness to buy and sell

Consumption decisions are inherently rooted in both what to consume and what to forgo. Although prior research has focused on consumption, we instead examine what compels consumers to steer clear of particular goods. In two studies, we demonstrated that individuals experiencing self‐threat avoid low‐status goods to prevent further damage to their self‐worth. Individuals facing self‐threat showed a decreased willingness to buy (Study 1), and a correspondingly greater willingness to sell (Study 2) low‐status goods, as compared with nonthreatened individuals. Notably, these effects emerged even when such behaviors were associated with economic costs (Study 2). Together, these results highlight how the motive to preserve the self can affect market exchanges, thereby painting a more complete portrait of the relationship between consumption, status, and the self.     

When repetitive consumption leads to predictions of faster adaptation

Hedonic adaptation can explain why individuals enjoy their products less over time. One key feature of hedonic adaptation is its dependence on consumption repetition. Our research investigates when the perception of repetitive consumption leads consumers to predict faster hedonic adaptation (i.e., less enjoyment). We conducted four studies testing the impact of repetition on predicted enjoyment (Studies 1A and 1B), the interaction between repetition and assortment variety (Study 2), and the interaction between repetition and attention drawn by the product (Study 3). Results show that repetition leads consumers to predict less future enjoyment, weakens the effect of assortment variety on hedonic adaptation prediction, and strengthens the effect of attention drawn by product on hedonic adaptation prediction. Our results also show that consumers who predict less future enjoyment with a product are less likely to purchase this product. Overall, the findings advance knowledge on hedonic adaptation by presenting the impact of the most relevant feature of hedonic adaptation (i.e., consumption repetition) when it is made salient for consumers, and its interaction with common contextual cues.     

Message strength and persuasion when consumers imagine product usage

This paper analyzes the effects of message strength on brand attitude when consumers simulate product usage. The relevant literature suggests that advertising message strength does not matter when consumers imagine product usage, but previous studies do not consider the potential moderating effects of involvement and product category knowledge. The results of this research demonstrate that among high‐involvement consumers who perceive their knowledge in the product category as limited, imagining product usage does not reduce the relevance of a strong advertising message. This paper also shows that overall, imagining product usage positively affects brand attitude – regardless of message strength, involvement, and self‐perceived knowledge. An important practical implication arises from the study. Marketers should encourage mental simulation in their advertisements, but be careful not to set a good argument aside if the product/service is highly relevant to potential customers and the potential customers do not perceive themselves as very knowledgeable about the product category. This finding is particularly relevant to complex or relatively new products, because here, the group of consumers who are highly involved but do not perceive themselves as very knowledgeable may be large. Copyright © 2010 John Wiley & Sons, Ltd.     

Collective guilt,moral outrage,and support for helping the poor: A matter of system versus in‐group responsibility framing

We examined how the framing of responsibility for reducing socio‐economic inequality affects individuals' emotional reactions towards the poor and the willingness to engage in prosocial actions. Attribution of responsibility to either the system (government and institutions), the less deprived in‐group, or the disadvantaged out‐group (poor) was measured (Study 1) and manipulated (Study 2). Consistent with our hypotheses, moral outrage was higher than collective guilt when system responsibility for inequalities was put forth, but collective guilt arose to reach the level of moral outrage when in‐group responsibility was emphasized. Moreover, distinguishing between collective guilt for action and for inaction, we found guilt for inaction more difficult and thus less likely to arise, unless responsibility was put on the in‐group. Collective emotions were also found to be negatively linked to system justification motivation illustrating the palliative function of legitimization processes. Finally, moral outrage predicted the willingness to act upon socio‐economic inequalities both when the system's and in‐group's responsibility was emphasized, whereas collective guilt for action (but not for inaction) predicted support for prosocial actions only when the in‐group's responsibility was engaged. These findings suggest that the specific group‐based emotions in response to poverty depend on whether the system or the in‐group is held responsible and differentially predict individuals' commitment to act.     

Exposure to moral relativism compromises moral behavior

Across two studies we investigated the relationship between moral relativism versus absolutism and moral behavior. In Experiment 1, we found that participants who read a relativist argument for tolerating female genital mutilation were more likely to cheat to win an incentivized raffle than participants who read an absolutist argument against female genital mutilation, or those in a control condition. In Experiment 2, participants who read a definition of morality phrased in absolutist terms expressed less willingness to engage in petty theft than those who read a definition of morality phrased in relativist terms, or those in a control condition. Experiment 2 also provided evidence that effects were not due to absolutist arguments signaling that fewer behaviors are morally permissible, nor to relativist arguments defending more disagreeable moral positions. Rather, the content of the philosophical positions themselves—the fact that relativism describes morality as subjective and culturally-historically contingent, whereas absolutism describes morality as objective and universal—makes individuals more likely to engage in immoral behaviors when exposed to moral relativism compared to moral absolutism.