All Sins Are Not Equal: the Moderating Role of Transgression Magnitude on the Effect of Disgust on Moral Judgments

Karen Winterich, Pennsylvania State University, USA
Andrea Morales, Arizona State University, USA
Vikas Mittal, Rice University, USA
There is wide variation in the magnitude of association between disgust and moral judgments. We theorize transgression magnitude moderates the impact of disgust on moral judgments with both disgust and happiness resulting in more (less) severe judgments of high (low) magnitude transgressions relative to neutral and sad affective states.
[ to cite ]:
Karen Winterich, Andrea Morales, and Vikas Mittal (2012) ,"All Sins Are Not Equal: the Moderating Role of Transgression Magnitude on the Effect of Disgust on Moral Judgments", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 22-27.