Regulating other people’s moral behaviors: Turning vicious cycles into virtuous cycles

This contribution addresses the relation between moral values, moral choices, and moral behaviors. We build on prior research that has revealed the “paradox of morality”: on the one hand people are highly motivated to do what is moral and to appear moral in the eyes of others. On the other hand, this makes them reluctant to consider moral shortcomings of themselves and self-relevant others—which are considered socially costly and difficult to repair. Here, we highlight the implications this has for those who aim to improve the moral values, choices, or behaviors of others. We posit that the paradox of morality easily introduces a vicious cycle. This happens when people disagree with the moral values of others, criticize their moral choices, or remind them of their inadequate moral behaviors. We review a program of research documenting the counterproductive cognitive, emotional, and behavioral effects that are raised in this way. We then examine how other people’s moral values, choices, and behaviors may be addressed in ways that circumvent such counterproductive responses, resulting in a vicious cycle. We present initial evidence of manipulations and interventions that make people more open to the possibility of reconsidering their moral values and help them improve their moral choices and moral behaviors. The model we present, and empirical validation of implicit mechanisms that distinguish vicious from virtuous cycles has practical implications, and gives rise to new theory and predictions to be tested in future research.