In addition to focusing on warmth and competence, social perceivers all over the world also form strong impressions of how moral people are. When you think about it, accurately perceiving the moral character of others is essential for social living so that we can identify whether someone we meet and may need to rely on in the future is moral and good—and therefore can be trusted.
Morality is not just a third facet of social perception; rather, it is the most important warmth-related factor in the impressions we form of others. Noting that people sometimes conflate warm and moral, Goodwin and others conducted a series of studies in which they found that distinctly “moral” traits (such as courageous, fair, principled, just, honest, trustworthy, and loyal) proved more important than distinctly “warm” traits (such as warm, sociable, happy, agreeable, enthusiastic, easygoing, fun, and playful) at predicting the positive and negative impressions that people form of others. This result was the same regardless of whether participants judged real people from their own lives, U.S. presidents, fictitious individuals described in the laboratory, or deceased men and women whose New York Times obituaries they were given to read.
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