2020
DOI: 10.1002/bdm.2187
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Moral tribalism and its discontents: How intuitive theories of ethics shape consumers' deference to experts

Abstract: We study the psychology at the intersection of two social trends. First, as markets become increasingly specialized, consumers must increasingly defer to outside experts to decide among complex products. Second, people divide themselves increasingly into moral tribes, defining themselves in terms of shared values with their group and often seeing these values as being objectively right or wrong. We tested how and why these tribalistic tendencies affect consumers' willingness to defer to experts. We find that c… Show more

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Cited by 15 publications
(6 citation statements)
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References 117 publications
(160 reference statements)
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“…Narratives induce emotional engagement, mental imagery, and attention, creating “narrative transportation” that can lead reasoners to believe elements of the story (Adaval & Wyer, 1998; Escalas, 2004; Green & Brock, 2000; Hamby, Brinberg, & Daniloski, 2017; Van Laer, de Ruyter, Visconti, & Wetzels, 2014). Moreover, the broader narratives espoused by a communicator, such as moral and political worldviews, can lend additional credence to their claims (Johnson, Rodrigues, & Tuckett, 2021; Marks, Copland, Loh, Sunstein, & Sharto, 2019). Persuasion is crucial in coordination because it allows a group to have the same narrative in their heads, making narratives a part of our collective or transactive memory (Boyd, 2009; Chwe, 2001; Hirst, Yamashiro, & Coman, 2018; Wegner, 1987) and providing a shared plan for coordinated action.…”
Section: Communicationmentioning
confidence: 99%
“…Narratives induce emotional engagement, mental imagery, and attention, creating “narrative transportation” that can lead reasoners to believe elements of the story (Adaval & Wyer, 1998; Escalas, 2004; Green & Brock, 2000; Hamby, Brinberg, & Daniloski, 2017; Van Laer, de Ruyter, Visconti, & Wetzels, 2014). Moreover, the broader narratives espoused by a communicator, such as moral and political worldviews, can lend additional credence to their claims (Johnson, Rodrigues, & Tuckett, 2021; Marks, Copland, Loh, Sunstein, & Sharto, 2019). Persuasion is crucial in coordination because it allows a group to have the same narrative in their heads, making narratives a part of our collective or transactive memory (Boyd, 2009; Chwe, 2001; Hirst, Yamashiro, & Coman, 2018; Wegner, 1987) and providing a shared plan for coordinated action.…”
Section: Communicationmentioning
confidence: 99%
“…Our work on the interplay between narratives, confidence, and emotions suggests that narratives direct attention to particular information, which influences our confidence and in turn our emotions (Bilovich et al, 2020). Finally, social influence plays a crucial role, as people use seemingly irrelevant cues, such as an expert's moral and political values, to assess which financial advisor to trust (Johnson, Rodrigues, & Tuckett, 2020). This may be one important link in understanding why particular stories "go viral" in particular social groups (Shiller, 2017).…”
Section: Discussionmentioning
confidence: 97%
“…Our work on the interplay between narratives, confidence, and emotions suggests that narratives direct attention to particular information, which influences our confidence and in turn our emotions (Bilovich et al, 2020). Finally, social influence plays a crucial role, as people use seemingly irrelevant cues, such as an expert's moral and political values, to assess which financial advisor to trust (Johnson, Rodrigues, & Tuckett, 2020). This may be one important link in understanding why particular stories “go viral” in particular social groups (Shiller, 2017).…”
Section: Discussionmentioning
confidence: 99%