Can moral convictions motivate the advantaged to challenge social inequality? Extending the social identity model of collective action

This article examines whether and how moral convictions, defined as strong and absolute stances on moralized issues, motivate advantaged group members to challenge social inequality. Specifically, we propose that violations of moral convictions against social inequality motivate collective action against it by increasing identification with the victims of social inequality. Such identification links the current work with the Social Identity Model of Collective Action (SIMCA; Van Zomeren, Postmes, & Spears, 2008, in press), which predicts that individuals' motivation to challenge social inequality requires a relevant social identity in which group-based anger and group efficacy beliefs motivate collective action. For the advantaged, moral convictions are therefore powerful motivators of collective action against social inequality. Two studies, conducted in the Netherlands and Hong Kong, replicated empirical support for this line of thought. We discuss the theoretical and practical implications of our findings for collective action among the advantaged.