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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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