An important step toward reducing group-based disparities in society is creating support for equality among advantaged group members (e.g., Whites, men). The current research examined how presenting social equality between ethnic groups in terms of moral ideals (i.e., equal treatment) vs. moral obligations (i.e., non-discrimination) affected the attitudes of Whites (students in Study 1, N = 45 and 2, N = 44 and employees in Study 3a, N = 67 and Study 3b, N = 62) toward various social equality issues. Results showed that participants in the moral ideals condition reported more activation rather than inhibition action tendencies related to improving equality (Study 1), were more supportive of affirmative action (Study 2), indicated lower levels of threat to their social identity, and held more favorable attitudes towards cultural diversity which resulted in greater prioritization of equality (Study 3a). These effects did not arise when the ideals/obligations distinction was applied to a nonmoral domain (i.e., competence, Study 3b), underlining the central argument that these processes are specific to morality. The theoretical implications and limitations of the current work are discussed.Keywords: morality, intergroup relations, motivation, social equality 2 We live in a world that is still marked by inequality between social groups (e.g., Whites versus Blacks, men versus women). It has been argued that an effective means for establishing a more equal society is by use of affirmative action (i.e., policies aimed at increasing the entrance of disadvantaged group members in educational and/or professional settings, Crosby, Iyer, & Sincharoen, 2006). The success of affirmative action is partly determined by the endorsement of such programs by currently advantaged groups (e.g., Whites, men). However, support for policies that promote equality is often the lowest among advantaged group members (e.g., Niemann & Dovidio, 1998). Previous work has aimed to increase support for affirmative action by focusing advantaged group members on moral wrongdoings committed by their group (e.g., colonialism, slavery).
A C C E P T E D M A N U S C R I P T ACCEPTED MANUSCRIPTWe argue that this approach may be suboptimal. The current research aims to demonstrate that a moral incentive presented in terms of ideals (a focus on approaching positive moral outcomes) rather than obligations (a focus on avoiding negative moral outcomes) stimulates more favorable attitudes among advantaged group members toward social equality issues, including affirmative action.
Opposition to Social Equality and Group PositionDisplays of ingroup favoritism and outgroup derogation are most common among members of advantaged rather than disadvantaged groups (Guimond, Dif, & Aupy, 2002;Sidanius, Pratto, Martin, & Stallworth, 1991). Even though legislative changes in recent history have given rise to the social consensus that discrimination is morally objectionable (Plant & Devine, 1998), more subtle, indirect forms of discrimination and 3
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