Moral Psychology Is Relationship Regulation: Moral Motives for Unity, Hierarchy, Equality, and Proportionality

We extend relational models theory (Fiske, 1991)
to identify 4 fundamental and distinct moral motives. Unity is the motive to care for and support the
integrity of in-groups by avoiding or eliminating threats of contamination and providing aid and
protection based on need or empathic compassion. Hierarchy is the motive to respect rank in social
groups where superiors are entitled to deference and respect but must also lead, guide, direct, and protect
subordinates. Equality is the motive for balanced, in-kind reciprocity, equal treatment, equal say, and
equal opportunity. Proportionality is the motive for rewards and punishments to be proportionate to merit,
benefits to be calibrated to contributions, and judgments to be based on a utilitarian calculus of costs and
benefits. The 4 moral motives are universal, but cultures, ideologies, and individuals differ in where they
activate these motives and how they implement them. Unlike existing theories (Haidt, 2007; Hauser,
2006; Turiel, 1983), relationship regulation theory predicts that any action, including violence, unequal
treatment, and “impure” acts, may be perceived as morally correct depending on the moral motive
employed and how the relevant social relationship is construed.