ON THE DOMINANCE OF MORAL CATEGORIES IN IMPRESSION-FORMATION

Based on the notion that approach-avoidance underlies impression forma tion processes and that approach-avoidance is more directly based on a ppraisals of others' morality (M) than competence (C), we hypothesized that M-related information played a more important role at various ph ases of global impression formation than C-related information on targ et persons. In four studies (N = 342 university students), we predicte d and found that (a) M traits showed a higher chronic accessibility th an C traits; (b) when gathering information to formulate a global impr ession, perceivers were more interested in M traits than C traits; (c) global impressions of real persons were better predicted from M trait ascriptions than C trait ascriptions, and (d) positivity-negativity o f impressions of fictitious persons was decided mainly by the M conten t of their behavior; whereas C information served as a weak modifier o f impression intensity. The dominance of M traits over C traits was mo re pronounced for female perceivers than for male perceivers.