Zeal Appeal: The Allure of Moral Extremes

Abstract

Considerable evidence now indicates that poignant self-threats cause compensatory zeal about opinions, values, goals, groups, and self-worth. Evidence for the self-threat→zeal link is reviewed from research on zealous reactions to epistemic, self-worth, relationship, and mortality salience threats. Two new studies demonstrate that zealous pride and conviction insulate individuals from concern with uncertainty threats. The new studies further demonstrate that this insulation effect does not result from distraction, mood, or state self-esteem. It is proposed that the appeal of zeal arises from its ability to activate the approach-motivation system and to down-regulate the avoidance motivation system's vigilant concern with threats.