Alex Koch

We show an interactive effect of perceiver-target similarity in ideological beliefs and target power on impressions of target morality. Consistent with prior research, perceivers rated targets with dissimilar ideologies as less moral than targets with similar ideologies, but this difference in ratings was magnified for powerful targets relative to less powerful targets. We argue that these results emerged because perceivers expected similar-ideology, powerful (vs. powerless) targets to help the self more, and expected dissimilar-ideology, powerful (vs. powerless) targets to hurt the self more. We establish this effect when people evaluate politicians (Study 1), groups, and individuals (Studies 2a-2b); demonstrate its predictive power over other kinds of interpersonal similarity; and show that it affects morality judgments uniquely when compared with other consequential dimensions of social evaluation. Finally, we manipulated power experimentally and showed the interaction when the difference between high- and low-power manipulations was controlled over just $1 (Studies 3-4).