The meta-cognitive role of thought morality in attitude change and behavioural intentions related to doping

Prior research has examined the relationships between morality, attitudes, and intentions related to doping predominantly via correlational studies based on the theoretical frameworks provided by extensions to the theory of planned behaviour, and the social cognitive theory of moral thought and action. In contrast, the present study experimentally analysed a psychological process (i.e., self-validation) through which thought morality can influence attitudes and intentions. Two hundred and forty-two participants (122 males and 120 females) were randomly assigned to read a message either against or in favour of legalising several doping behaviours in sports, then listed their thoughts regarding that proposal. Next, they were randomly assigned to perceive their thoughts as either moral or immoral, then indicated the extent to which they considered their thoughts as valid. Finally, participants reported their attitudes and intentions regarding the legalisation proposal. As hypothesised, the anti-legalisation (vs. pro-legalisation) message produced more unfavourable thoughts and attitudes, as well as lower intentions to support the legalisation proposal and engage in banned behaviours if legalised in sport. Most importantly, the effects of message direction on attitudes and intentions were greater for participants in the moral (vs. immoral) thought condition. Furthermore, changes in attitudes were consistent with a self-validation process.