ABSTRACT
The behavior that leads to moral approval or disapproval differs from the behavior that enacts or violates other types of social norms. In comparison, moral guidelines for behavior more closely resemble behavioral ideologies based on political or religious beliefs. In scientific research and assessments of morality there has been a tendency to conflate morality with warmth or friendliness. This chapter considers a paradigm commonly used to assess implicit stereotyping with the Implicit Association Test (IAT). The 'IAT score' is calculated by comparing responses to 'incongruent' trials with 'congruent' trials. The knowledge that people find it important to think of themselves as moral and to be respected by others for their morality, has important implications for the options that are available to empirically examine the motivation to behave morally. The chapter shows that motivation to be moral cannot simply be equated with having a warm personality, or the willingness to display altruism.
