On Higher Ground: Moral Thinking Leads to Abstract Processing

We often describe people who do the "right" thing as "on the moral high ground". Do such people see their world from a higher distance? Four experiments find that moral thinking leads to abstract processing. This research contributes to the understanding of morality from an embodied cognition perspective.


Eugene Y. Chan and Eunice Kim Cho (2012) ,"On Higher Ground: Moral Thinking Leads to Abstract Processing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 665-666.


Eugene Y. Chan, University of Toronto, Canada
Eunice Kim Cho, Pennsylvania State University


NA - Advances in Consumer Research Volume 40 | 2012

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