Exploring the effects of similarity in basic needs on moral judgment of characters

While <i>affective disposition theory (</i>ADT) claims that <i>moral judgment</i> of a character is the key mechanism underlying enjoyment, we often enjoy stories where characters violate our moral standards (<i>morally ambiguous characters</i>, or <i>MACs</i>). Initial research suggests that <i>similarity</i> between MACs and viewers (e.g. sharing ethnicity) may increase moral approval. However, the effect of <i>internal similarity</i> (similarity in higher-order human qualities) on moral judgment of MACs is underexplored. Humans share three <i>basic psychological needs</i> but are motivated by these needs to different degrees. Thus, similarity in degree of sensitivity to a given need is an internal quality that participants can share with MACs. The effect of <i>similarity in basic needs</i> on moral judgment of MACs is examined in a posttest-only experiment with 185 participants. Similarity in basic needs had a small effect on moral judgment of MACs <i>as people</i>, although it had no effect on judgment of a MAC’s <i>behavior</i>.