Asymmetrical effects of reward and punishment on attributions of morality

The authors found that 3 experiments revealed that compliance with a pro-social request for an anticipated reward as opposed to a threatened punishment resulted in greater inferences of personal morality. In Experiment 1, participants received information about a teaching assistant (TA) who was either promised a reward or threatened with a punishment when asked for compliance. The participants perceived the TA as more moral for complying given the positive incentive as opposed to the negative incentive. Experiment 2 replicated this finding in a different culture, using different vignettes and incentives. Last, in Experiment 3, the results revealed that a perceived actor's real intentions mediated the effect of incentive valence on dispositional causation. That is, given a reward relative to a punishment, participants were more likely to assume that the agent would have helped even if no incentive had been offered.