Priming family values: How being a parent affects moral evaluations of harmless but offensive acts

In modern liberal societies people are generally reluctant to morally condemn acts that they find personally distasteful so long as those acts are not harmful or unfair to others. However, in providing character education for their children, parents often have to censure harmless but offensive acts. Thus, we hypothesize that the parental role broadens the scope of morality beyond narrow considerations of harm and fairness. To test this idea we asked parents and nonparents to morally evaluate harmless/offensive acts and a control harmful act. We manipulated whether the parental role was primed before they evaluated these acts. Parents and nonparents did not differ in their moral objections to the control act regardless of parental role priming. However, when the parental role was primed parents were more morally opposed to harmless but offensive acts than were nonparents. We discuss the implications of these results for understanding the dynamics of moral judgment and the recruitment of parents into moral reform movements.