Moral psychology biases toward individual, not systemic, representations.

We expand Chater & Loewenstein's discussion of barriers to s-frames by highlighting moral psychological mechanisms. Systemic aspects of moralized social issues can be neglected because of (a) the individualistic frame through which we perceive moral transgressions; (b) the desire to punish elicited by moral emotions; and (c) the motivation to attribute agency and moral responsibility to transgressors.

A substance user-self fit perception increases identification as a user of the substance.

We tested whether greater identification as a user of a substance (i.e., perceived general associations between oneself and use of the substance, the group of people who use the substance, and/or the substance itself) results from a theorized source-perceived fit between one's own identity and one's perception of the identity of being a user of the substance.