Moral Character in Person Perception

Abstract

Understanding how people form impressions of others is a key goal of social cognition research. Past theories have posited that two fundamental dimensions—warmth and competence—underlie impression formation. However, these models conflate morality with warmth and fail to capture the full role that moral character plays in impression formation. An emerging perspective separates moral character (or morality) from warmth on both theoretical and empirical grounds. When morality is pitted against warmth, morality is clearly a more important driver of impression formation, as revealed by correlational, experimental, and archival studies. Yet social warmth remains important and conveys distinct information that morality does not. Alongside competence, both factors matter not only for person perception but also for other aspects of social cognition, including group perception. Important unanswered questions remain regarding the perceived structure of moral character and the way it is appraised in everyday life.