Moralization and Becoming a Vegetarian: The Transformation of Preferences Into Values and the Recruitment of Disgust

  title={Moralization and Becoming a Vegetarian: The Transformation of Preferences Into Values and the Recruitment of Disgust},
  author={Paul Rozin and Maureen Markwith and Caryn Stoess},
  journal={Psychological Science},
  pages={67 - 73}
We describe a rather common process that we call moralization, in which objects or activities that were previously morally neutral acquire a moral component. Moralization converts preferences into values, and in doing so influences cross-generational transmission (because values are passed more effectively in families than are preferences), increases the likelihood of internalization, invokes greater emotional response, and mobilizes the support of governmental and other cultural institutions… 

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