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Moral Faces: How Spontaneous Ideological Inferences from Facial Cues Influence Moral Judgments

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  • Ahreum Maeng

    (Department of Marketing, School of Business, University of Kansas, Lawrence, KS 66049, USA)

Abstract

This research demonstrates that individuals make moral judgments based on ideological inferences from facial cues. Using racially homogeneous male faces, four studies showed that individuals infer ideological beliefs—and thus group membership (in- versus out-group)—from a novel face and that the fit between the inferred social identity and the perceiver’s own social identity leads to judgments of moral superiority. Further evidence shows that a salient social identity moderates moral evaluation. These results reflect the automaticity of social categorization, which contributes to moral judgments of a person.

Suggested Citation

  • Ahreum Maeng, 2024. "Moral Faces: How Spontaneous Ideological Inferences from Facial Cues Influence Moral Judgments," Societies, MDPI, vol. 14(8), pages 1-13, August.
    • Handle: RePEc:gam:jsoctx:v:14:y:2024:i:8:p:143-:d:1449811
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    References listed on IDEAS

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    1. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 121-134, June.
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