On conviction's collective consequences: Integrating moral conviction with the social identity model of collective action

This article examines whether and how moral convictions predict collective action to achieve social change. Because moral convictions defined as strong and absolute stances on moral issues tolerate no exceptions, any violation motivates individuals to actively change that situation. We propose that moral convictions have a special relationship with politicized identities and collective action because of the potentially strong normative fit between moral convictions and the action-oriented content of politicized identities. This effectively integrates moral conviction with the Social Identity Model of Collective Action (Van Zomeren, Postmes, & Spears, 2008), which predicts that, on the basis of a relevant social identity, group-based anger and efficacy predict collective action. Results from two studies indeed showed that moral convictions predicted collective action intentions (Study 12) and collective action (Study 2) through politicized identification, group-based anger, and group efficacy. We discuss theoretical and practical implications of our integrative model.