Moral Foundations Theory and the Psychology of Charitable Giving

Moral foundations theory proposes that intuitions about what is morally right or wrong rest upon a set of universal foundations. Although this theory has generated a recent surge of research, few studies have investigated the real-world moral consequences of the postulated moral intuitions. We show that they are predictably associated with an important type of moral behaviour. Stronger individualizing intuitions (fairness and harm prevention) and weaker binding intuitions (loyalty, authority, and sanctity) were associated with the willingness to comply with a request to volunteer for charity and with the amount of self-reported donations to charity organizations. Among participants who complied with the request, individualizing intuitions predicted the allocation of donations to causes that benefit out-groups, whereas binding intuitions predicted the allocation of donations to causes that benefit the in-group. The associations between moral foundations and self-report measures of allocations in a hypothetical dilemma and concern with helping in-group and out-group victims were similar. Moral foundations predicted charitable giving over and above effects of political ideology, religiosity, and demographics, although variables within these categories also exhibited unique effects on charitable giving and accounted for a portion of the relationship between moral foundations and charitable giving. © 2020 The Authors. European Journal of Personality published by John Wiley & Sons Ltd on behalf of European Association of Personality Psychology