Moralization and Becoming a Vegetarian: The Transformation of Preferences Into Values and the Recruitment of Disgust

We describe a rather common process that we call moralization, in which objects or activities that were previously morally neutral acquire a moral component. Moralization converts preferences into values, and in doing so influences cross-generational transmission (because values are passed more effectively in families than are preferences), increases the likelihood of internalization, invokes greater emotional response, and mobilizes the support...