Attitude Moralization Within Polarized Contexts: An Emotional Value-Protective Response to Dyadic Harm Cues.

Polarization about societal issues involves attitudinal conflict, but we know little about how such conflict transforms into moral conflict. Integrating insights on polarization and psychological value protection, we propose a model that predicts when and how attitude moralization (i.e., when attitudes become grounded in core values) may be triggered and develops within polarized contexts. We tested this model in three experiments (total = 823) in the context of the polarized (blackface) debate in the Netherlands. Specifically, we tested the hypotheses that (a) situational cues to in this context (i.e., an outgroup that is perceived as intentionally inflicting harm onto innocent victims) trigger individuals to moralize their relevant attitude, because of (b) emotional value-protective responses. Findings supported both hypotheses across different regional contexts, suggesting that attitude moralization can emerge within polarized contexts when people are exposed to actions by attitudinal opponents perceived as causing dyadic harm.