We're good people: Moral conviction as social identity

Moral convictions—attitudes that people construe as matters of right and wrong—have unique effects on behavior, from activism to intolerance. Less is known, though, about the psychological underpinnings of moral convictions themselves. I propose that moral convictions are social identities. Consistent with the idea that moral convictions are identities, I find in two studies that attitude-level moral conviction predicts (1) attitudes’ self-reported identity centrality and (2) reaction time to attitude-related stimuli in a me/not me task. Consistent with the idea that moral convictions are social identities, I find evidence that participants used their moral convictions to perceive, categorize, and remember information about other individuals’ positions on political issues, and that they did so more strongly when their convictions were more identity-central. In short, the identities that participants’ moral convictions defined were also meaningful social categories, providing a basis to distinguish “us” from “them.” However, I also find that non-moral attitudes can serve as meaningful social categories. Although moral convictions were more identity-central than non-moral attitudes, moral and non-moral attitudes may both define social identities that are more or less salient in certain situations. Regardless, social identity may help explain intolerance for moral disagreement, and identity-based interventions may help reduce that intolerance.