Moral Foundations Theory Research Articles

Moral foundations messaging to improve vaccine attitudes: An online randomized experiment from Argentina.

The uptake of routine childhood vaccinations has declined globally since the start of the COVID-19 pandemic, due in part to increased vaccine hesitancy among parents. The Moral Foundations Theory proposes six foundations which can be targeted to increase vaccine uptake. In this study, we tested whether a post by UNICEF with a purity violation message could affect vaccine attitudes among parents in Argentina, where routine immunization coverage has been declining since 2014. Using an online randomized controlled survey experiment, we included 1,511 parents with a child under 12 years in Argentina. Outcomes were measured on the Vaccine Trust Indicator (VTI). We found that the purity violation message significantly affected vaccine attitudes: 80% of the intervention group scored high on the Vaccine Trust Indicator, compared to 73% in the control group (coefficient: 0.33, 95% Confidence Interval 0.20-0.47). Vaccine messaging framed as a purity violation is a promising way to improve vaccine attitudes among parents.

Moral foundations and political ideology in the UK

Moral foundations theory is one of the most popularised and tested lenses of recent years, with its ability to account for differences in political ideology. For the first time using a nationally representative random probability sample, we assess how the newly refined moral foundation questionnaire may explain differences in political ideology and views on political issues in the UK. We confirm a six-factor model with robust estimates for the moral intuitions of care, equality, proportionality, authority, loyalty, and purity. We then use moral intuitions to predict (a) economic left-right and socially liberal-conservative ideology and (b) the relationship between political ideology and views on salient political issues. We find moral intuitions mostly play a unifying role across a series of issues, with the exception of feelings toward patriotism and Brexit.

Moral Comments in Social Media: Analyzing the Role of Ideology-Matching Moral Framing and Impression Motivation in the Persuasive Effect of User Comments on YouTube

ABSTRACT This research explores how users form attitudes when they are presented with online videos and moral comments from their fellow audience. Based on the Heuristic-Systematic Model (HSM) and Moral Foundations Theory (MFT), the study aims to find out how different moral foundations represented in user comments interact with the motivational state, the political orientation, and the moral beliefs of the viewer. In two pre-registered experiments (N = 314 and N = 1015), the inclusion of moral arguments within comments below a YouTube video (harm vs. authority), their valence (positive vs. negative) and the participants’ motivational states (high vs. low impression motivation) were varied. While Experiment 1 revealed no significant effects regarding the persuasive effect of user comments and accompanying moral arguments, Experiment 2 showed a more general effect of comment valence on viewers’ attitude formation. These results help to specify the conditions under which user comments may lead individuals to construct their attitude in a way that fits the perceived majority opinion.

Morality boundary work in the making of the needle and syringe exchange program in Stockholm

Background Drug policy is prone to build on rationales based on different moralities rather than evidence. Less is known about how moralities influence drug policy implementation in practice. The aim was to analyze expressions of moralities among local policy-makers, professionals, and drug users in the context of the Stockholm needle and syringe exchange program (NSP). Methods Using political documentation from Stockholm (2003–2016), focus group (12 NSP staff), and 32 drug user interviews, moralities concerning drug policy and harm reduction were analyzed based on moral foundations theory and boundary work. Results Three main moral dilemmas were identified concerning the subjects, aims, and orientation of drug policy: whether drug users are worthy of inclusion to society; if the general public should be prioritized or the health of drug users, and the orientation of practices as based on control or autonomy. Policy debate was driven by virtues such as purity and authority, whereas staff and drug users valued care, fairness and liberty. Conclusions The prohibitionist and abstinence-oriented Swedish drug policy has created social boundaries on the practice-level. Hence, users’ perspectives, and those who care about them, should be extensively involved in political discussions to foster a more moral and humane drug policy.

The Influence of Group Identification and Morality in Support for Defunding the Police

There is very little research regarding what factors drive support for defunding the police. Using the theoretical framework of the Group Engagement Model and the Moral Foundations Theory, this study explores if and how race, group identification, and morality shape support for defunding the police. Results indicated that increased superordinate identification and binding moral foundations reduced support for defunding the police among White respondents. For Black respondents, increased subordinate identification explains their increased support for defunding the police. Attachment to one’s racial group and concerns for its welfare coupled with moral intuitions driven by care and fairness toward victims of police brutality who are disproportionately Black explains why Blacks Americans began and support calls to defund the police.

Researching moral foundations using the Bayesian approach

Moral foundations theory describes a complex space of human morality along five moral foundations: care/harm, fairness/cheating, loyalty/betrayal, and sanctity/degradation. The first aim of this study is to explore the role of socio-demographic variables in endorsing the five moral foundations and to provide insight into the role of moral foundations in attitudes towards homeless people. The second objective of the study is to provide an example of employing the Bayesian statistical approach. There were 162 participants in our study (27% male, mean age 36 years). Convenience sampling method was used. Age and education found to be the most important predictors of moral foundations, with Bayesian factors showing the strongest evidence for age as a positive predictor of moral foundations. Gender, political affiliation, care and authority were found to be important predictors of attitudes towards homeless people, with Bayesian factors showing much stronger evidence for moral foundations than sociodemographic variables. This study lays the groundwork for research on moral foundations in Slovenian samples and provides a practical example of Bayesian approach application in social science.

Unraveling the Impact of Moral Framings within Media Coverage to Promote the (De)stigmatization of Depression on Social Media

Media coverage of depression on social media with specific framings could shape people’s perception and attitude, which is significant in reducing the stigma and promoting support for depression sufferers. Adopting the lens of moral foundation theory (MFT), this study aims to explore the effect of inherent moral framings within depression coverage on social media on the stigma and approval attitudes toward depression in audiences’ responses. A large language model and a dictionary-based approach were respectively adopted to score depression-related media coverages (n = 919) and corresponding comments (n = 92,505) collected from the Weibo platform against MFT’s five dimensions and (de)stigma attitudes. The results indicated that care, purity, and fairness framings are prevalent in depression coverage, surpassing moral framings such as betrayal, harm, and cheating. Most responses expressed approval rather than stigma. Moreover, the use of care and loyalty framings can elicit approval responses but decrease audience engagement.

Are meat alternatives a moral concern? A comparison of English and Japanese tweets

Meat alternatives, such as soy-based meat substitutes, are gaining attention as possible solutions for the negative effects of increased meat consumption on human health, the environment, and animal welfare. Our study indicates that the public interest in these alternatives is evolving into a moral concern, influencing both societal shifts and marketing approaches. Using longitudinal data from Twitter (now known as X), we analyzed spontaneous conversations on meat alternatives in both English and Japanese. We identified keywords reflecting food choice motivations and we assessed their prevalence in the tweets. Drawing on Moral Foundations Theory, we detected a shift in the moral language associated with conversations about meat alternatives. While both English and Japanese tweets showed a noticeable shift in consumer interest in meat alternatives driven by moral concerns for the environment and animals, the degree of moralizing was more pronounced in English. Our study provides empirical evidence of a decrease in emphasis on sensory appeal, such as taste (a significant factor in previous studies), and a growing dominance of moral considerations. For future marketing campaigns, it would be advantageous to highlight not only the taste and health benefits but also the ethical dimension, in order to resonate with consumers.

A comparative analysis of the ethics of gene editing: ChatGPT vs. Bard

AbstractRecently, there has been a growing trend in using large language models (LLMs) to develop diverse applications suitable for a wide range of tasks. These tasks range from solving programming bugs to helping teach elementary school students how to enhance their writing. Even with all these beneficial use cases, researchers worry about the potential bias these tools could produce and their effect on society. In this research, we compared responses that resulted from prompting two chatbots, namely OpenAI ChatGPT and Google Bard, about the issue of gene editing. Twelve prompts that are part of two subgroups were used to generate responses (text) about the issue of gene editing when the political affiliation (Democrat, Republican, and Communist) or geographical areas (United States, China, and Europe) of the prompter is provided. The Twelve responses were then analyzed semantically using three dictionary-based tools, i.e., Linguistic Inquiry and Word Count, the Moral Foundation Theory and Biblical Ethics dictionary, and Google’s Perspective API, to test and analyze the semantic and linguistic differences (measured via the Mann–Whitney U test) in the responses returned from the two chatbots. The results suggest that there are semantic and linguistic differences in responses per chatbots and prompts.

The Theory of Corporate Social Advocacy (CSA) Success: A Guide to CSA Success Using Moral Foundations Theory, Balance Theory, and CSA Authenticity

The Theory of Corporate Social Advocacy (CSA) Success: A Guide to CSA Success Using Moral Foundations Theory, Balance Theory, and CSA Authenticity

To Be Woke or Not to Be Woke? An Exploration of the Moral Foundations of Conservative Rejection of Brand Activism

Brand activism has become a powerful way to communicate a brand’s values and attract consumers who expect stances on divisive issues, but it can also lead to backlash. Thus, in the current study, we examine the #GoWokeGoBroke movement, an online-based media campaign that is gaining traction, to serve as a starting point for brands and advertisers to decide whether to engage in or avoid brand activism. Our findings, based on moral foundations theory, suggest that each moral foundation is associated with various metrics of online engagement, but not others. Brand activism choices that trigger responses that reference unfairness or undue authority are linked to higher retweet rates and a wider spread, which suggests that evoking those foundations may be particularly dangerous. This study offers implications for understanding the #GoWokeGoBroke movement, as well as for the study of the moral foundations of online movements for brands. The results can help brands mitigate pushback against activism choices as well as consider strategies for using moral foundations to join online brand activism conversations.

Moral portraits: Understanding world leaders with moral foundations theory

AbstractAlthough scholars have long understood the importance of psychology in international affairs, morality has often been overlooked as a factor in world leaders' decision‐making. This article seeks to fill this gap by introducing a new analytical tool: the moral portrait, a descriptive summary of a leader's moral values. The tool is built on the five cross‐cultural values of Moral Foundations Theory (Care, Fairness, Loyalty, Authority, and Sanctity) and the methodological approach of operational code. As a case study, the moral portrait of Russian President Vladimir Putin is inferred from his rhetoric, policies, and decisions. Putin's moral portrait, specifically his interpretations of the Fairness, Loyalty, and Authority values, can help explain many of his views and actions, including his decision to launch a full‐scale invasion of Ukraine in 2022.

Refining and expanding applications of Moral Foundations Theory in consumer psychology

AbstractWe set forth an agenda for Moral Foundations Theory (MFT) research in consumer psychology, focusing in particular on four pathways: (1) factoring in multiple identities, including moral identities, to account for contextual elevation or suppression of moral foundations in predicting which decisions consumers moralize and when; (2) broadening the methodological usage of MFT to include more targeted causal research as well as expanding the utility of correlational research; (3) increasing discriminant validity between MFT and other constructs by studying moral foundations as individually manipulable and focusing on their incremental predictive validity over and above demographics and related constructs; and (4) recognizing that researcher biases regarding morality can leak into the publication process, necessitating clear distinctions between prescriptive versus descriptive research. These pathways facilitate more precise and stronger predictive validity for applying MFT in consumer psychology, yielding greater theoretical and practical utility across researcher perspectives.

Sharing is caring? How moral foundation frames drive the sharing of corrective messages and misinformation about COVID-19 vaccines

Drawing from Moral Foundation Theory, our study explores if and how corrective messages and misinformation related to COVID-19 vaccines utilize moral frames. Unlike studies that either focused on content-analyzing messages or study how audiences react to moral frames, this study incorporated both a content analysis of COVID vaccine messages and modeling of how millions of audiences reacted to such messages. We combined semantic network analysis, text-mining, and machine learning to analyze a large corpus of Facebook posts about COVID-19 vaccines. Our results showed that both corrective messages and misinformation prevalently deployed moral framing. We also found that while corrective messages tend to highlight the virtuous aspect of morality, misinformation focuses on the sinful aspect. In both contexts, the five moral frames could construct logically self-consistent worldviews. Moreover, for corrective messages, fairness, sanctity, care, authority, and loyalty frames all significantly influence users’ message sharing. For misinformation, only the authority/subversion frame was influential.

Depiction Of Moral Values In Indonesian English Junior High School Textbooks

Most language textbooks are analyzed by emphasizing cultural/multicultural content, gender stereotypes/representation, neoliberalism, and pedagogical representation. The role of language textbooks on moral and cultural values at various levels has been examined. However, moral values at the junior high school level are scarce. This study examined the moral values in junior high school English textbooks entitled “English for Nusantara” for grades 7 and 8 published by the Indonesian Education Standard, Curriculum, and Assessment Agency of the Ministry of Education Culture, Research and Higher Education within the independent curriculum. This research used a qualitative content analysis research design. This study adopted the Moral Foundations Theory Framework (MTF) Graham presented a set of moral principles such as care/harm, fairness/cheating, loyalty/betrayal, authority/subversion, and sanctity/degradation. The result showed that both the textbooks for grades 7 and 8 were similar representing more dominant moral values than bad values, with percentages of 95% and 59%, respectively. The other finding suggested that the textbooks did not integrate authority, loyalty, and fairness. The study implies incorporating stories that highlight moral values should be required to internalize ethical values and encourage students to do good things.

Analyzing digital propaganda and conflict rhetoric: a study on Russia’s bot-driven campaigns and counter-narratives during the Ukraine crisis

The dissemination of disinformation has become a formidable weapon, with nation-states exploiting social media platforms to engineer narratives favorable to their geopolitical interests. This study delved into Russia’s orchestrated disinformation campaign, in three times periods of the 2022 Russian-Ukraine War: its incursion, its midpoint and the Ukrainian Kherson counteroffensive. This period is marked by a sophisticated blend of bot-driven strategies to mold online discourse. Utilizing a dataset derived from Twitter, the research examines how Russia leveraged automated agents to advance its political narrative, shedding light on the global implications of such digital warfare and the swift emergence of counter-narratives to thwart the disinformation campaign. This paper introduces a methodological framework that adopts a multiple-analysis model approach, initially harnessing unsupervised learning techniques, with TweetBERT for topic modeling, to dissect disinformation dissemination within the dataset. Utilizing Moral Foundation Theory and the BEND Framework, this paper dissects social-cyber interactions in maneuver warfare, thereby understanding the evolution of bot tactics employed by Russia and its counterparts within the Russian-Ukraine crisis. The findings highlight the instrumental role of bots in amplifying political narratives and manipulating public opinion, with distinct strategies in narrative and community maneuvers identified through the BEND framework. Moral Foundation Theory reveals how moral justifications were embedded in these narratives, showcasing the complexity of digital propaganda and its impact on public perception and geopolitical dynamics. The study shows how pro-Russian bots were used to foster a narrative of protection and necessity, thereby seeking to legitimize Russia’s actions in Ukraine whilst degrading both NATO and Ukraine’s actions. Simultaneously, the study explores the resilient counter-narratives of pro-Ukraine forces, revealing their strategic use of social media platforms to counteract Russian disinformation, foster global solidarity, and uphold democratic narratives. These efforts highlight the emerging role of social media as a digital battleground for narrative supremacy, where both sides leverage information warfare tactics to sway public opinion.

Do one’s moral foundations impact how they respond to information on climate change emissions? A vehicle choice experiment

Transportation is a major source of climate change emissions. Providing people with better information on those emissions is one means of helping individuals make climate-friendly choices. However, not everyone is influenced by the same type of information. Previous research has demonstrated that Goal Framing Theory could help improve the influence of climate change emissions information and that different framings have different levels of influence depending on a number of socio-demographic and attitudinal characteristics. However, apart from climate change motivation, what other underlying psychological factors might help us understand why the framings vary in their influence between individuals? Moral Foundation Theory (MFT) identifies key values that influence people’s moral decisions, providing a useful framework for understanding diverse responses to information. The objective of this study is to understand whether MFT can help explain different responses by individuals and identify which framings are associated with stronger responses for different moral foundations. This study investigates the moderating effects of moral foundations on individuals’ responsiveness to different emission information framings. Utilizing data from discrete choice experiments involving 2015 Canadian drivers, we examine how different moral foundations impact the willingness-to-pay (WTP) for reducing emissions. The results reveal that the impact of emissions information framing varies significantly according to individuals’ moral foundations. Specifically, moral values associated with Authority, Fairness, and Purity play negative moderating roles on WTP for CO2 emissions under different framings, whereas Ingroup and Harm foundations have positive moderating effects on WTP with the framings tested. Additionally, innovative communication tools like new emojis demonstrated strong positive effects on WTP, especially among those with strong Ingroup, Fairness, and Purity values. Conversely, individuals with a strong Authority value showed the lowest WTP when presented with pressure gauge visuals. Using appropriate framing based on Moral Foundation Theory can considerably change the willingness-to-pay for climate change emissions for different parts of the population, with a notable increase in WTP observed among individuals inclined to alter their behavior. Future framings should incorporate MFT in their design.

Gaming lounges in India afford socially productive gambling: The moral economy and foundations of play in Udaipur, Rajasthan

AbstractWe use ethnographic observations, interviews, and surveys to illuminate video game‐related gambling in India, where players use as currency decorative in‐game weapon covers referred to as skins. We focus on gaming and gambling related to virtual items acquired in the popular shooter game Counter‐Strike: Global Offensive, and our study unfolds among young adults who play in face‐to‐face centers called gaming lounges or zones. We consider how networks of video game players, themselves influenced by familial and societal demands, form moral economies that regulate why video game items are exchanged and how they are evaluated. Further, we use moral foundations theory to clarify ethical plurality in these settings, with tensions between moral demands shaping how and whether skins exchanges are judged to be socially productive or harmful. We show how gaming lounge owners’ personal values, some religiously informed, render emerging adults who play in these settings less at risk of excessive gambling, which is not tolerated either within close‐knit gaming groups or broader society. Overall, our analysis points to the utility of bringing into dialogue moral economy and moral foundations perspectives to uncover the cultural meanings of linked gaming and gambling in this context.

Emotional AI in education and toys: Investigating moral risk awareness in the acceptance of AI technologies from a cross-sectional survey of the Japanese population

Emotional artificial intelligence (AI), i.e., affective computing technologies, is rapidly reshaping the education of young minds worldwide. In Japan, government and commercial stakeholders are promulgating emotional AI not only as a neoliberal, cost-saving benefit but also as a heuristic that can improve the learning experience at home and in the classroom. Nevertheless, critics warn of a myriad of risks and harms posed by the technology such as privacy violation, unresolved deeper cultural and systemic issues, machinic parentalism as well as the danger of imposing attitudinal conformity. This study brings together the Technological Acceptance Model and Moral Foundation Theory to examine the cultural construal of risks and rewards regarding the application of emotional AI technologies. It explores Japanese citizens’ perceptions of emotional AI in education and children's toys via analysis of a final sample of 2000 Japanese respondents with five age groups (20s–60s) and two sexes equally represented. The linear regression models for determinants of attitude toward emotional AI in education and in toys account for 44 % and 38 % variation in the data, respectively. The analyses reveal a significant negative correlation between attitudes toward emotional AI in both schools and toys and concerns about privacy violations or the dystopian nature of constantly monitoring of children and students’ emotions with AI (Education: βDystopianConcern = − .094***; Toys: βPrivacyConcern = − .199***). However, worries about autonomy and bias show mixed results, which hints at certain cultural nuances of values in a Japanese context and how new the technologies are. Concurring with the empirical literature on the Moral Foundation Theory, the chi-square (Χ2) test shows Japanese female respondents express more fear regarding the potential harms of emotional AI technologies for the youth's privacy, autonomy, data misuse, and fairness (p < 0.001). The policy implications of these results and insights on the impacts of emotional AI for the future of human-machine interaction are also provided.

Taking Advantage of Their Seniority: How the Misbehavior of Senior Tourists Influence Young Adults’ Prosocial Behavior Towards Them

Although the senior tourism sector is widely recognized as a growing market, misbehaviors by elderly tourists is an under researched issue within the field of tourism. This paper offers insights into inappropriate behaviors by senior tourists and explores the responses of young adults toward such instances of misbehavior. Through a multimethod approach, we reveal that the intentional (vs. unintentional) misbehavior by senior tourists results in reduced prosocial behavior in young adults. The social class signifiers of senior tourists who intentionally misbehave significantly influence the responses of young adults, with those perceived to be of a high social class drawing harsher judgements. This effect holds for young adults with high benevolent ageism but is constrained by low benevolent ageism in young adults. Our findings extend the application of expectancy violation theory and moral foundations theory to tourist misbehaviors and we conclude by offering suggestions for improving intergenerational relationships at tourist destinations.