Objective. Establishing what leads people to particular moral beliefs is complicated by potential predictors being themselves caused by moral attitudes. This problem is less acute when considering the effects of good looks, which, by expanding sexual opportunities, shift incentives for beliefs regarding the morality of sexual activities. Methods. Regressions predict responses to moralityrelated questions in the 2016 General Social Survey and the 1972 National Election Study, which included interviewer (i.e., not self-generated) evaluations of respondents' looks. These questions concern various actions' moral acceptability regardless of legality, as well as policy positions on issues including gay marriage and marijuana legalization. Results. Better-looking respondents give more morally permissive responses to most questions relating to sex. For issues not directly related to sexual opportunities, however, attractiveness does not predict significantly more acceptant attitudes. Conclusion. Good-looking people generally are more acceptant of those indulgences that they have disproportionate opportunities for, highlighting the role of opportunism in the formation of moral and political attitudes.
Good Looks as a Source of Moral Permissiveness
329where attractiveness provides less direct prospects, the good-looking do not appear notably more permissive than their homelier compatriots. These findings speak not just to attitudes regarding some socially contentious issues, but also to the broader question of where political and moral beliefs come from, bolstering other sources of evidence that ethical judgments are, in part, opportunistic.
Options, Morals, and LooksWhen tempting but morally suspect options become more readily available, people often downgrade previous moral objections. For example, easy file-sharing applications made people, especially the young, more willing to countenance consuming intellectual property that was not paid for (Leonard and Cronan, 2005). Similarly, people tend to find it acceptable to evade those taxes they find easy to evade, regardless of how much revenue that evasion would cost the state (Cowell, 1992;Hammar, Jagers, and Nordblom, 2009). The relationship between ease of violating a potential norm and the degree to which people believe that moral force, not mere convention, justifies the norm is ambiguous, however. The ease of evading a norm is typically endogenous: ostensible norms that people do not really feel matter are unlikely to be stringently enforced (e.g., obeying speed limits) (Havarneanu and Havarneanu, 2012). Perceptions that an action is not morally problematic thus lead to greater opportunities to pursue that action. Studies of how opportunity interacts with moral beliefs accordingly often raise concerns about reverse causation.Attitudinal sources that are themselves unlikely to be caused by moral beliefs can help disentangle this causal knot. Consider physical beauty, or good looks. While several potentially endogenous factors from exercise to cosmetics influence physic...