When is sensory consumption immoral?

Although humans are hard-wired to pursue sensory pleasure, they show considerable heterogeneity in their moral evaluations of sensory pleasure. In some societies, sensory pleasure is pursued without any moral inhibition, but in other societies, it is considered to be immoral and actively suppressed. This research investigates the moral motives behind the suppression of sensory consumption. Is the suppression of sensory consumption caused by the moral motive to promote social justice or the moral motive to promote social order? We test these two competing accounts through country-level archival data and seven preregistered controlled experiments. We find robust evidence that the social-order emphasizing binding moral foundations (authority, loyalty, and purity; Haidt, 2007) suppress sensory consumption. Consequently, individuals and societies that adhere to the binding values are less likely to consume sensory products such as alcohol, tobacco, soda, fragrances, and sex toys. These effects are mediated by prescriptive moral beliefs and feelings of shame. We also identify several moderators of the moral suppression of sensory consumption. Binding values do not suppress sensory consumption after moral licensing. The effects of binding values on sensory consumption attenuate when the products are framed as status-affirming. Finally, while binding values suppress sensory consumption that is personal, they do not suppress sensory consumption that is shared. Altogether, our findings show that social-order emphasizing moral beliefs in society can inhibit the pursuit of pleasure and change consumption patterns in the economy. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

The malleable morality of conspicuous consumption.

Conspicuous consumption has often been decried as immoral by many philosophers and scholars, yet it is ubiquitous and widely embraced. This research sheds light on the apparent paradox by proposing that the perceived morality of conspicuous consumption is malleable, contingent upon how different moral lenses highlight the different characteristics embedded in the behavior. Utilizing the Moral Foundations Theory, we demonstrate that the individualizing values (i.e., equality and welfare) make people focus on the self-enhancing characteristics of conspicuous consumption, making it seem morally objectionable. However, the binding values (i.e., deference to authority, in-group loyalty, and purity) make people focus on the social identity signaling characteristic of conspicuous consumption, making it seem morally permissible. First, an archival dataset shows that the prevalence of the different moral values predicts per-capita spending on luxury goods across different countries. Then, 6 studies (N = 2903) show that the trait endorsement and the momentary salience of the different moral foundations can influence the moral judgment of conspicuous consumption as well as the propensity to engage in conspicuous consumption. Further, analyses show that the effect of the binding values (individualizing values) is mediated by heightened sensitivity to the social identity signaling (self-enhancing) aspects of conspicuous consumption. Finally, the studies demonstrate that the effect is moderated by the extent of social visibility during consumption. Thus, this research suggests that some moral values can, somewhat paradoxically, increase conspicuous consumption. (PsycINFO Database Record (c) 2020 APA, all rights reserved).