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Witnessing acts of uncommon moral virtue can elicit feelings of moral elevation, which translate further into prosocial intentions and behaviour. Recent findings suggest that moral identity strengthens the elevation response after witnessing such acts. In the present paper, we propose that the positive relationship between moral identity and elevation is mediated by perceived moral self-efficacy (i.e. perceived ability to behave up to one’s moral standards), as a result of the moral vicarious experience. We present a set of five studies that tested the effect of moral identity (either measured or manipulated) and moral self-efficacy on elevation, prosocial intentions, and behaviour, following exposure to an act of uncommon virtue. Results supported a sequential mediation model: the positive effect of moral identity on elevation was mediated by moral self-efficacy; and elevation then mediated the effect of moral identity on prosocial intentions (Studies 3a-3b-4) and behaviour (Study 4). Implications and limitations are outlined.

Moral identity, moral self-efficacy, and moral elevation: A sequential mediation model predicting moral intentions and behaviour