Study: Moral Values Shift with the Four Seasons
A recent study conducted by the University of British Columbia has revealed significant seasonal fluctuations in individuals’ moral values, a finding that could have implications across various fields such as politics, law, and public health.
The study, published on the university’s official website, indicates that moral values change in predictable ways with the seasons, which could affect election outcomes, legal decisions, and public health responses.
The study was conducted over a ten-year period and included data from over 230,000 people in the United States, as well as data from Canada and Australia.
It found that moral values related to group cohesion and conformity, known as “binding” values such as loyalty, authority, and purity, are more favored in the spring and fall compared to summer and winter.
Ian Hohm, the study’s lead author, noted that “people’s endorsement of moral values that promote group cohesion is stronger in the spring and fall compared to summer and winter. Moral values significantly influence how people make decisions and form judgments, and this discovery could have broad implications.”
Since 2009, a website managed by social psychology researchers has been collecting data on five key moral values: loyalty, authority, purity, care, and fairness.
The study showed that values encouraging adherence to group norms, such as loyalty, authority, and purity, receive greater support in the spring and fall, even with variations in geographic and climatic conditions.
The study also explored the relationship between seasonal shifts in moral values and anxiety levels. Dr. Mark Schaller, co-lead author and professor at the university, noted that “anxiety levels rise in the spring and fall, which coincides with an increased endorsement of binding values. This correlation suggests that higher anxiety may drive individuals to seek comfort in group norms and traditions.”
The findings suggest that seasonal changes in moral values could influence election outcomes and the formation of legal judgments, where individuals favoring binding values might adopt stricter stances on crime.
Additionally, understanding these changes could help enhance the effectiveness of public health campaigns, as adherence to health guidelines is influenced by individuals’ moral values.
The study emphasizes that seasonal shifts in moral values may affect intergroup biases, impacting how individuals perceive and interact with others.
