Moral Chameleons: The positive association between materialism and self-interest-triggered moral flexibility

This research examined the association between materialism and self-interest-triggered moral flexibility, the tendency to change moral judgments based on self-interest. Individuals high on materialism reported a greater discrepancy in the moral judgments of their own and others’ behavior (Study 1), and showed a relatively more negative attitude towards fairness when being fair hindered rather than served their self-interests (Study 2). Studies 3 and 4 (both pre-registered) showed that when faced with moral conflict (equity vs equality in Study 3, and ingroup favoritism vs fairness in Study 4), materialism amplified the tendency to judge the moral values that served (vs interfered with) one’s self-interest as more moral. Implications of these findings for the understanding of how materialists approach morality were discussed.