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  • July 2022
  • Article
  • Journal of Personality and Social Psychology

When Alterations Are Violations: Moral Outrage and Punishment in Response to (Even Minor) Alterations to Rituals

By: Daniel H. Stein, Juliana Schroeder, Nicholas M. Hobson, Francesca Gino and Michael I. Norton
  • Format:Print
  • | Pages:31
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Abstract

From Catholics performing the sign of the cross since the 4th century to Americans reciting the Pledge of Allegiance since the 1890s, group rituals (i.e., predefined sequences of symbolic actions) have strikingly consistent features over time. Seven studies (N = 4,213) document the sacrosanct nature of rituals: Because group rituals symbolize sacred group values, even minor alterations to them provoke moral outrage and punishment. In Pilot Studies A and B, fraternity members who failed to complete initiation activities that were more ritualistic elicited relatively greater moral outrage and hazing from their fraternity brothers. Study 1 uses secular holiday rituals to explore the dimensions of ritual alteration— both physical and psychological—that elicit moral outrage. Study 2 suggests that altering a ritual elicits outrage even beyond the extent to which the ritual alteration is seen as violating descriptive and injunctive norms. In Study 3, group members who viewed male circumcision as more ritualistic (i.e., Jewish vs. Muslim participants) expressed greater moral outrage in response to a proposal to alter circumcision to make it safer. Study 4 uses the Pledge of Allegiance ritual to explore how the intentions of the person altering the ritual influence observers’ moral outrage and punishment. Finally, in Study 5, even minor alterations elicited comparable levels of moral outrage to major alterations of the Jewish Passover ritual. Across both religious and secular rituals, the more ingroup members believed that rituals symbolize sacred group values, the more they protected their rituals—by punishing those who violated them.

Keywords

Ritual; Morality; Groups; Norms; Commitment; Groups and Teams; Values and Beliefs; Change; Moral Sensibility; Behavior

Citation

Stein, Daniel H., Juliana Schroeder, Nicholas M. Hobson, Francesca Gino, and Michael I. Norton. "When Alterations Are Violations: Moral Outrage and Punishment in Response to (Even Minor) Alterations to Rituals." Journal of Personality and Social Psychology 123, no. 1 (July 2022): 123–153.
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About The Authors

Francesca Gino

Negotiation, Organizations & Markets
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Michael I. Norton

Negotiation, Organizations & Markets
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More from the Authors
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  • You Need Two Leadership Gears: Know When to Take Charge and When to Get Out of the Way By: Lindy Greer, Francesca Gino and Robert Sutton
  • Reaching for Rigor and Relevance: Better Marketing Research for a Better World By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
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