The Social Perception of Virtue Signaling

Abstract

References to “virtue signaling” have increased in recent years, yet academic research has failed to define and examine this behavior as a type of status signaling. Using a prototype analysis, which involves creating a participant-generated library of attributes related to virtue signaling and analyzing their similarity and frequency, we find that virtue signaling elicits social judgments of benevolence and sanctimony from observers. Using an experimental study, we find these social judgements, induced by manipulating a signaler characteristic (i.e., the signaler’s socioeconomic status), to directly affect the efficacy of this status signaling behavior. Specifically, perceptions of signaler benevolence increase, and perceptions of signaler sanctimony decrease, observes’ perceptions of signalers’ status. In addition, using a body of 10,000 tweets tagged with #StopAsianHate, we find posts reflecting greater benevolence to garner more retweets, a measure of social influence. In sum, although status signaling generally requires individuals to elevate themselves compared to those around them, we find virtue signals prioritizing the needs of others to result in social status gains. We discuss implications for the literatures on status signaling, moral character, and self-promotion.