A recent psychology study has uncovered that people’s moral values change with the seasons. This research examined survey results from over 230,000 individuals in the U.S. spanning a decade, indicating that people’s support for moral principles that foster group unity and conformity is greater in spring and fall than during summer and winter. These findings may have significant effects on various sectors, including politics, law, and health, such as the scheduling of elections and court hearings.
A new UBC study has uncovered that people’s moral values shift with the seasons.
This discovery could have far-reaching consequences for politics, law, and health, affecting the timing of elections, court decisions, and even public reactions during health emergencies.
The study, recently published in Proceedings of the National Academy of Sciences (PNAS), analyzed survey data from more than 230,000 individuals across the U.S. over a span of ten years. It demonstrated that people’s acceptance of specific moral values varies with the seasons. Similar seasonal trends were also found in smaller samples from Canada and Australia.
“People show greater support for moral values that enhance group cohesion and conformity in spring and fall, compared to summer and winter,” stated Ian Hohm, the primary author of the study and a doctoral candidate in UBC’s psychology department. “As moral values are central to how individuals make decisions and assess situations, we believe this finding may be just the beginning of understanding its broader implications.”
Since 2009, a website run by social psychology researchers has gathered survey data reflecting participants’ support for five key moral values:
- Loyalty: Valuing dedication to one’s group and fostering strong relationships within it.
- Authority: Acknowledging and adhering to leadership and established guidelines.
- Purity: Focusing on cleanliness, sanctity, and the preservation of traditions.
- Care: Prioritizing kindness and preventing harm to others.
- Fairness: Advocating for equal treatment for all individuals.
Researchers categorize loyalty, authority, and purity as “binding” values since they promote adherence to group norms and are closely associated with contemporary political conservatism. In contrast, care and fairness are viewed as more liberal values, emphasizing individual rights and welfare. All these values are known to influence people’s moral judgments.
The researchers observed that participants showed a stronger preference for the “binding” values during spring and fall, with a notable decline during summer and winter—a pattern consistently observed over a decade.
Additionally, they discovered that the reduction in support for binding moral values in summer was more significant in regions with greater seasonal climate variations.
Anxiety as a potential factor
The study noted a possible relationship between these seasonal moral changes and anxiety levels, utilizing extensive seasonal anxiety data provided by Dr. Brian O’Shea, a co-author and assistant professor of psychology at the University of Nottingham.
“We found that anxiety levels peak in spring and autumn, which aligns with the times when people strongly endorse binding values,” remarked Dr. Mark Schaller, the senior author of the study and a psychology professor at UBC. “This relationship implies that heightened anxiety might lead individuals to seek solace in group norms and traditional values upheld by binding principles.”
Implications for various sectors
The research findings carry significant implications, such as:
- Elections: The timing of elections may affect results, as shifts in moral values can sway political opinions and behaviors.
- Legal decisions: Trials and legal outcomes may be impacted by seasonal moral fluctuations, as those who promote binding values often adopt a more punitive stance toward lawbreakers and those breaching social norms.
- Responses to illness: During the COVID-19 pandemic, people’s compliance with social distancing and vaccination efforts was influenced by their moral values. Understanding that these values vary seasonally could lead to more effective health communication strategies.
- Intergroup bias: Seasonal moral value shifts may influence perceptions of outsiders or individuals who diverge from group norms.
The research team intends to explore further the links between anxiety and moral values and investigate how these seasonal changes affect biases and judicial decisions.
