Machiavellianism And Vertical Spatial Metaphor Of Moral Concepts

Conceptual metaphor is a cognitive way in moral judgment and evaluation, oneoften use it intentionally or unintentionally to make moral judgementsabout things. Previous studies showed that Machiavellianism personality caninfluence the moral evaluation. This study using two experiments examinedthe differences in moral judgments for high and low Machiavellian when facingmoral-content stimuli.In Experiment1, this paper uses moral words and immoral wordsas stimuli, the low Machiavelli doctrine, the moral of conceptual metaphor in thesame manner and the Machiavelli doctrine, which tend to be moral words/not moralwords on the vertical space above/below; but the former relatively than the latter,the more moral words/not moral wordsOn the vertical space above/below. When using the moral words/not moralwords as the stimuli, either high or low the Machiavelli doctrine, Machiavellidoctrine, will be on the moral words/not moral words have the same positive/negativeevaluation, therefore, in conceptual metaphor, has a similar way.In Experiment2, this study first compiled moral-content advertisingstimuli Results showed that low Machiavellian tend put moral/immoral ads at the topof vertical space/below, and the high Machiavellian tend to put ads moral/moral at theon the top of vertical space/below, namely, the conceptual metaphor and lowMachiavellianism obviously opposite.Low Machiavellian tend to make moral evaluation from the nature ofadvertising itself, they used the moral ethics, innovative and high tend to practicalresults from commercials or advertisements for the evaluation, they usemore Utilitarian ethics, therefore, both in the conceptual metaphor on the contrary.