Puritanism as moral advertisement helps solve the puzzle of ineffective moralization

Behavioral and Brain Sciences 46:e296 (2023)
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Abstract

The moral disciplining theory proposes that people moralize excessive innocent behavior to discipline others to behave in ways that facilitate cooperation. However, such disciplining might not always be effective. To solve this puzzle of ineffective moralization we should think of puritanism in terms of moral advertisement aimed at reputation management rather than the manipulation of others.

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10.1017/s0140525x2300047x

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Stefaan Blancke
University of Ghent

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