Title

Narratives, Imperatives, and Moral Persuasion

Author(s)

Roland Bénabou Roland Bénabou (Princeton University)

Armin Falk Armin Falk (University of Bonn)

Jean Tirole Jean Tirole (University of Toulouse Capitole)

Abstract

We study the production and circulation of arguments justifying actions on the basis of morality. By downplaying externalities, exculpatory narratives allow people to maintain a positive image while acting selfishly. Conversely, responsibilizing narratives raise both direct and reputational stakes, fostering prosocial behavior. These rationales diffuse along a linear network, through both costly signaling and strategic disclosure. The norms that emerge reflect local correlation in agents’ incentives (reputation versus influence concerns), with low mixing generating both a polarization of beliefs across groups and less moral behavior on average. Imperatives (general precepts) constitute an alternative mode of moral influence. We analyze their costs and benefits relative to those of narratives, and when the two will be used as substitutes or complements.

Creation Date

2020-04

Section URL ID

Paper Number

2020-49

URL

https://scholar.princeton.edu/sites/default/files/rbenabou/files/morals_april_2_2020_snd.pdf

File Function

Jel

D62, D64, D78, D83, D85, D91, H41, K42, L14, Z13

Keyword(s)

Moral behavior, narratives, imperatives, rules, excuses, responsibility, networks, viral transmission, influence, reputation, disclosure, communication, social norms

Suppress

false

Series

13