Cultural similarities and differences in lay theories of altruism: Replication of Carlson and Zaki (2018) in a Japanese sample

Goal inference in moral narratives

We often form beliefs about others based on narratives they tell about their own moral actions. When constructing such moral narratives, narrators balance multiple goals, such as conveying accurate information about what happened ('informational goals') and swaying audiences' impressions about their moral characters ('reputational goals'). Here, we ask to what extent audiences' detection of narrators' reputational goals guide or prevent them from making moral character judgments intended by narrators. Across two pre-registered experiments, audiences read narratives written by real narrators about their own moral actions. Each narrator was incentivized to write about the same action twice while trying to appear like a morally good or bad person (positive and negative reputational goals). Audiences detected narrators' reputational goals with high accuracy and made judgments about moral character that aligned with narrators' goals. However, audiences were more suspicious toward positive than negative reputational goals, requiring more evidence of high informational goals. These results demonstrate how audiences' inferences of reputational goals can both support and hinder narrators: accurate goal recognition increases the chance that audiences will make judgments intended by narrators, but inferred positive reputational goals can lead to doubts about accuracy. More generally, this provides a novel approach to studying how moral information about people is transmitted through naturalistic narratives.