Moral Credentialing by Association: The Importance of Choice and Relationship Closeness

Abstract

People express more prejudice if they have established their “moral credentials.” Five studies explored the acquisition of moral credentials through associations with racial minorities, particularly close relationships that are personally chosen. Participants choosing to write about a positive experience with a Black person (Study 1) or Hispanic person (Study 2) subsequently expressed more preference for Whites and tolerance of prejudice than did other participants. In Study 3, the credentialing effect of choice was diminished when participants were given an incentive for that choice. Participants in Study 4 who wrote about a Black friend were more credentialed than those who wrote about a Black acquaintance, regardless of whether the experience was positive or negative. Study 5 suggested that participants strategically referred to close associations with minorities when warned of a future situation in which they might appear prejudiced.