The Corruption of Value
Negative Moral Associations Diminish the Value of Money
- Jennifer E. Stellar, University of California, 4137 Tolman Hall, Berkeley, CA 94720, USA. Email: jstellar{at}berkeley.edu
Abstract
We investigate the possibility that negative moral associations can reduce the desirability and perceived value of money, and that they do so by threatening to contaminate individuals’ perceptions of their morality. In Study 1, participants filled out fewer raffle tickets to obtain a money prize with immoral associations and perceived it to have less purchasing power than a morally neutral prize. In Study 2, we experimentally manipulated participants’ moral self-image, reasoning that ameliorating moral self-image concerns would make participants less averse to accepting morally tainted money. Consistent with this, participants who recounted a past virtuous act completed more tasks to receive monetary payment with immoral associations than participants who recounted a neutral act. These findings provide experimental evidence that immoral associations reduce the desirability of morally tainted money by threatening to contaminate the recipient’s moral self-image.
Article Notes
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Declaration of Conflicting Interests The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
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Funding The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: Committee on Research of the University of California, Berkeley.
- © The Author(s) 2013