The Impact of Comparative Moral Superiority on Protagonist Appeal

Four studies examine the appeal of protagonists who are sometimes immoral in real-world (Studies 1 & 2) and fictional (Studies 3 & 4) settings. In both, character appeal is influenced by the combination of moral/immoral behaviors a protagonist performs and their moral/immoral behavior relative to another person’s (i.e., their moral superiority/inferiority). Additionally, Study 2 examines the effect of character behavior (moral/immoral vs. highly self-beneficial) on appeal, finding that if two protagonists are equally immoral, one who elsewise behaves morally at times is more appealing than one who is elsewise self-beneficial. Studies 3 and 4 replicate these findings using a fictional drama and fantasy premise instead of a real-world setting. Findings suggest the effect of characters’ immoral behavior on appeal varies based on the moral behavior of comparison characters regardless of the setting’s fictionality. Discussion considers whether moral superiority alters the likelihood that audiences will emulate an imperfect hero’s immoral actions.