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Korean Journal of Social and Personality Psychology

ISSN : 1229-0653

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Vol.28 No.2
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The Impact of Moral Decision Style on Impression Formation

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2014, v.28 no.2, pp.201-223
https://doi.org/10.21193/kjspp.2014.28.2.011



& (2014). The Impact of Moral Decision Style on Impression Formation. Korean Journal of Social and Personality Psychology, 28(2), 201-223, https://doi.org/10.21193/kjspp.2014.28.2.011
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Abstract

Morality plays an important role in impression formation by signaling a target's prosociality and resulting in a positive evaluation of the target. However, little is known about the effect of how moral principles that a target endorses on impression formation. In the present study, we aimed to investigate whether and how targets with different moral decision styles, namely utilitarian and deontologist, are perceived differently. In study 1, participants were asked to evaluate an utilitarian target and a deontological target on warmth-competence domain and big-five personality traits. Results showed that the deontological target scored higher in warmth than the utilitarian target, while the opposite was true in competence rating. In addition, participants reported that the deontological target was more likeable than the utilitarian target. In study 2, we replicated the findings of study 1 with between-subject design. Mediation analysis revealed that the favorable attitude toward a deontological target was mainly mediated by warmth rating. In study 3, we tested whether deontologists and utilitarians are favored in different decision domains. Participants were provided with behavioral vignettes depicting various daily problems in social or nonsocial domains and asked to indicate which target they would like to ask for advice. We found that deontologists and utilitarians were preferred in social and non-social problems, respectively. Our findings suggest that impression formation process can be influenced not only by how moral a target is but also by what specific moral principle a target follows when making moral decision.

keywords
도덕적 딜레마, 도덕적 판단 경향성, 인상형성, 공리주의, 의무론, 따뜻함, 유능함, 호감, The Impact of moral dilemma, moral decision, impression formation, utilitarianism, deontology, warmth, competence, likability

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