Personal relevance affects the perceived immorality of politically-charged threats

Personal similarities to a transgressor makes one view the transgression as less immoral. We investigated whether personal relevance might also affect the perceived immorality of politically-charged threats. We hypothesized that increasing the personal relevance of a threat would lead participants to report the threat as more immoral, even for threats the participant might otherwise view indifferently. U.S. participants recruited online (N = 488) were randomly assigned to write about the personal relevance of either a liberal threat (pollution), conservative threat (disrespecting an elder), neutral threat (romantic infidelity), or given a control filler task. Participants then rated how immoral and personally relevant each political threat was, as well as reported their political ideology. Partial support for our hypothesis emerged: when primed with conservative writing prompts, liberal-leaning participants rated the conservative threat as more immoral, compared with the same threat after a liberal writing prompt. We did not find these results for conservative-leaning participants, perhaps because all participants cared relatively equally about the liberal threat.