Making molehills out of mountains: Removing moral meaning from prior immoral actions

At some point in their lives, most people have told a lie, intentionally hurt someone else, or acted selfishly at the expense of another. Despite knowledge of their moral failings, individuals are often able to maintain the belief that they are moral people. This research explores one mechanism by which this paradoxical process occurs: the tendency to represent one's past immoral behaviors in concrete or mechanistic terms, thus stripping the action of its moral implications. Across five studies, we document this basic pattern and provide evidence that this process impacts evaluations of an act's moral wrongness. We further demonstrate an extension of this effect, such that when an apology describes an immoral behavior using mechanistic terms, it is viewed as less sincere and less forgivable, likely because including low-level or concrete language in an apology fails to communicate the belief that one's actions were morally wrong.