Being Honest and Acting Consistently: Boundary Conditions of the Negativity Effect in the Attribution of Morality

Abstract

Morality, which refers to characteristics such as trustworthiness and honesty, has a primary role in social perception and judgment. A negativity effect characterizes the morality dimension, whereby negative information is weighed more than positive information in trait attribution and impression formation. This article reviews the literature on the negativity effect in trait attribution and impression formation. We examine the main boundary conditions of the negativity effect by considering relevant moderators such as behavior consistency and evaluative extremity, level of categorization, and measurement type as well as some theoretical and empirical inconsistencies in the literature. We also review recent studies showing that social perceivers hold negative assumptions about people’s morality. We outline future directions for research on the negativity effect that should consider trait extremity, use alternative measures to the perceived frequency of behaviors, introduce more precise definitions of relevant constructs such as diagnosticity, and test different schemata of trait-behavior relations.