The Dual Role of Morally Ambiguous Characters: Examining the Effect of Morality Salience on Narrative Responses

Using social comparison theory as a framework, 2 experiments examined the effects of a person's self-perception on responses to characters who display varying levels of morality. Study 1 found that individuals whose vices were made salient felt more positive affect and enjoyment after reading a narrative featuring a morally ambiguous character (MAC) than one featuring a bad character. Study 2 found that individuals whose virtues were made salient felt more positive affect and enjoyment after reading a narrative featuring a good character than one featuring a MAC. Findings thus indicate that morality salience is an important factor determining responses to different character types. Avenues for future research and theoretical implications of the dual role of MACs are discussed.