Lifting the Veil of Morality: Choice Blindness and Attitude Reversals on a Self-Transforming Survey
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Every day, thousands of polls, surveys, and rating scales are employed to elicit the attitudes of humankind. Given the ubiquitous use of these instruments, it seems we ought to have firm answers to what is measured by them, but unfortunately we do not. To help remedy this situation, we present a novel approach to investigate the nature of attitudes. We created a self-transforming paper survey of moral opinions, covering both foundational principles, and current dilemmas hotly debated in the media. This survey used a magic trick to expose participants to a reversal of their previously stated attitudes, allowing us to record whether they were prepared to endorse and argue for the opposite view of what they had stated only moments ago. The result showed that the majority of the reversals remained undetected, and a full 69% of the participants failed to detect at least one of two changes. In addition, participants often constructed coherent and unequivocal arguments supporting the opposite of their original position. These results suggest a dramatic potential for flexibility in our moral attitudes, and indicates a clear role for self-attribution and post-hoc rationalization in attitude formation and change.
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In Hall et al. (2012), participants subsequently tended to justify positions they thought they held despite just having chosen the opposite.
“Moreover, they subsequently tended to justify positions they thought they held despite just having chosen the opposite.”
From What Is the Function of Confirmation Bias? (2022) · cites this paper as Hall et al. (2012)
Hall et al. (2012) found that 69% of participants failed to detect at least one change in moral statements whose meaning was inverted.
“Surprisingly, 69% of the study participants failed to detect at least one of the changes.”
From What Is the Function of Confirmation Bias? (2022) · cites this paper as Hall et al. (2012)
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- Authors
- Hall, L., Johansson, P., & Strandberg, T.
- Affiliations
- Lund University (SE)
- Uppsala University (SE)
- Corresponding author
- Johansson, Petter
- Venue
- PLoS ONE
- Publisher
- Public Library of Science (PLoS)
- Published
- 2012-09-19
- Volume
- 7
- Issue
- 9
- Pages
- e45457
- ISSN
- 1932-6203 (ISSN-L)
- PMC
- PMC3446893
- OpenAlex
- W2108397255
- Cited by
- 192
- References
- 58
- Citations by year
- 2026: 3 · 2025: 10 · 2024: 3 · 2023: 10 · 2022: 8 · 2021: 24 · 2020: 20 · 2019: 31 · 2018: 15 · 2017: 14 · 2016: 11 · 2015: 13 · 2014: 15 · 2013: 13 · 2012: 1
- FWCI
- 6.89
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Locations
- PLoS ONE (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- KTH Publication Database DiVA (KTH Royal Institute of Technology) (submittedVersion, other-oa)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Lund University Publications (Lund University) (submittedVersion)
- PhilPapers (PhilPapers Foundation) (submittedVersion)
- Funders
- Crafoordska Stiftelsen
- Vetenskapsrådet
- Riksbankens Jubileumsfond
- Topics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Psychology of Moral and Emotional Judgment
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- choice blindness, moral attitudes, attitude change, self-attribution, post hoc rationalization, ethical dilemmas, attitude formation, survey validity, argumentation
- MeSH terms
- Adolescent, Adult, Aged, Attitude, Choice Behavior, Female, Humans, Male, Middle Aged, Morals, Public Opinion, Surveys and Questionnaires, Young Adult
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