Abstract
Moral orientation refers to moral values that have a consistent guiding orientation toward an individual's moral cognition and behavior. Gilligan (1982) proposed that individuals have two moral orientations, namely “justice” and “care.” In the current study, we investigated the influence of self-relevance and cultural values on justice and care by using Single Attribute Implicit Association Test (SA-IAT). In Experiments 1 and 2, we adopted cultural icon prime paradigm to examine the effects of different self-referential stimuli (self, friend, and stranger) on implicit moral justice and care orientation under two cultural value conditions: traditionality, modernity, and neutral cultural values. Participants exhibited more difference toward different self-referential stimuli in the traditionality condition than in the modernity condition; the priming of traditional culture aggravated the differential order, whereas the priming of modernity weakened the differential order regarding implicitly just moral orientation. In the implicit care orientation, participants in the modern culture group exhibited the least difference to different self-referential stimuli compared with the other two groups, and the traditional group and the control group did not differ significantly. These findings indicate that psychological modernity weakens the degree of self-related effect in implicit justice and care orientation, whereas traditional culture aggravates the differential order in justice orientation. The current studies provide empirical support for theories relating moral orientation, also informing the literature on the role of self-relevance information and cultural values in moral decision making.
Highlights
Moral orientation refers to moral values that have a consistent guiding orientation toward an individual’s moral cognition and behavior and consists of two types: reward good cops and punish bad ones. Kyte (1996) suggested that moral orientation plays an integral role in moral decision-making.Piaget and Kohlberg are recognized as representatives of the “justice” moral orientation. Kohlberg’s (1976) proposed model for moral justice orientation focuses on adjudicating between individual interests or rights while solving moral dilemmas
We used moral justice as the trait category label for an Single Attribute Implicit Association Test (SA-IAT) in Experiment 1, whereas moral care was used as the trait category label for Experiment 2
Consistent with the aforementioned findings, we found that the priming of traditional cultural values accelerated the differential order in care orientation, whereas this “privateness and differential order” phenomenon was weakened in the modern culture context
Summary
Moral orientation refers to moral values that have a consistent guiding orientation toward an individual’s moral cognition and behavior and consists of two types: reward good cops and punish bad ones. Kyte (1996) suggested that moral orientation plays an integral role in moral decision-making.Piaget and Kohlberg are recognized as representatives of the “justice” moral orientation. Kohlberg’s (1976) proposed model for moral justice orientation focuses on adjudicating between individual interests or rights while solving moral dilemmas. Kohlberg’s (1976) proposed model for moral justice orientation focuses on adjudicating between individual interests or rights while solving moral dilemmas. Piaget and Kohlberg are recognized as representatives of the “justice” moral orientation. This orientation depends on the application of fairness, reciprocity, and universal moral principles in the abstract features of ethical situations. At the pretraditional level of moral reasoning, individuals are egocentric while selecting behaviors that will help them avoid punishment and maximize self-interest (Kohlberg, 1969, 1976). By contrast, Gilligan (1982) proposed the ethics of care in response to methodological concerns
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