What Makes Characters’ Bad Behaviors Acceptable? The Effects of Character Motivation and Outcome on Perceptions, Character Liking, and Moral Disengagement

Abstract

Many characters in entertainment content behave in morally questionable ways at least some of the time. However, the negative effects of those behaviors on individuals’ judgments of the character may be diminished in some instances. This study examined the effects of character motivation and outcome in a written narrative on character perceptions and moral disengagement. The findings of a 2 (motivation: altruistic, selfish) × 2 (outcome: positive, negative) experiment (N = 123) revealed that both motivation and outcome affect perceptions of the character's positive and negative attributes, character liking, and moral disengagement. Specifically, altruistic motivations and positive outcomes led to more favorable perceptions of a character's attributes, greater character liking, and more justification of the character's actions. Furthermore, moral disengagement mediated the effects of motivation and outcome on perceptions of characters' positive and negative attributes, and in turn positive attributes mediated the effect of moral disengagement on character liking. Implications for future entertainment research are discussed.

Notes

Note. Using Holm's sequential bonferroni post hoc comparisons, means across rows with no subscript in common differ at p < .05.

Note. Using Holm's sequential bonferroni post hoc comparisons, means across rows no subscript in common differ at p < .05.

Note. Using Holm's sequential bonferroni post hoc comparisons, means across rows with no subscript in common differ at p < .05.

Note. Using Holm's sequential bonferroni post hoc comparisons, means across rows with no subscript in common differ at p < .05.

Additional information

Notes on contributors

K. Maja Krakowiak

K. Maja Krakowiak (Ph.D., Pennsylvania State University, 2008) is an Assistant Professor in the Department of Communication at University of Colorado-Colorado Springs. Her research interests include the psychological and social effects of media, with a focus on entertainment and morality.

Mina Tsay-Vogel

Mina Tsay-Vogel (Ph.D., Pennsylvania State University, 2007) is an Assistant Professor in the Department of Mass Communication, Advertising and Public Relations at Boston University. Her research interests include the psychological and social effects of mass media, enjoyment and appreciation of entertainment, and the psychology of new and social media.