Threatened by the Immoral, Challenged by the Incompetent: Cardiovascular Responses to Intragroup Morality Vs. Competence Evaluations

In group contexts, moral judgments are used as social influence tactics to regulate the behavior of group members. We argue that communicating moral disapproval with the aim of adapting group members’ behavior might backfire because it elicits (negative) threat rather than (positive) challenge. In two experiments, we examined the motivational consequences of negative morality (vs. competence) evaluations in group contexts. Participants worked on a group task while cardiovascular indices of challenge and threat motivational states were measured following the biopsychosocial model (Blascovich & Tomaka, 1996). In Experiment 1, participants recalled their own prior behavior evaluated as immoral or incompetent; in Experiment 2, participants were exposed to an ingroup member’s prior behavior evaluated as immoral or incompetent. As predicted, in both experiments, reminders of immorality induced a state of threat rather than challenge in a novel group context. These results suggest that moral disapproval intended to motivate group members to adapt their behavior might actually be counterproductive.