Affective Concomitants of Information on Morality and Competence

A research program on the affective concomitants of information on morality (M) and competence (C) is reviewed. The program originated from the assumption that M and C are the most important categories of behavior construal and that both categories can be, and are, used in interpretation of the same behavioral acts. Whereas in the observer perspective (when interpreting the behavior of others) M is more relevant than C, in the actor perspective (when interpreting one’s own behavior) C is more relevant than M. Based on these theses it was predicted and found that: (1) M-related acts of others (moral acts and transgressions) instigated stronger affective responses than C-related acts (successes and failures), (2) the opposite was true for the participant’s own acts, (3) attitudes toward other persons were more strongly influenced by the M than C-related information, and (4) attitudes toward the self (self-esteem) were more strongly influenced by the C than M-related information. The findings were discussed in terms of M and C being differently relevant for social inclusion-exclusion processes.