Testing a moral exemplar intervention in a non‐conflict context: The effects of moral exemplars on key dimensions of outgroup evaluations

Abstract

AbstractMoral exemplar interventions have been shown to increase many positive intergroup outcomes, including perceptions of outgroup morality. However, existing research on moral exemplar interventions has only been conducted in post‐conflict contexts. This study investigates the effects of a moral exemplar intervention on outgroup evaluations in a non‐conflict context. By examining the effects on three key dimensions of outgroup evaluations (morality, sociability, and competence) in Sweden, we aim to extend the generalizability of moral exemplar interventions. An online experiment was conducted with self‐identified Swedes (N = 193) to explore the effects of outgroup (Middle Eastern) moral versus neutral exemplars. Results indicate that moral exemplar stories increased perceptions of outgroup morality while not significantly affecting perceived outgroup competence or sociability. These findings support the hypothesis that moral exemplars influence a specific positive dimension of outgroup evaluations, namely perceptions of morality, rather than any positive dimension such as sociability or competence. The present study also gives tentative support for the applicability of moral exemplar interventions in contexts and settings with no recent history of collective violence.