关键词: 道德信息, 印象形成, 印象更新, 信息强度

Abstract: Impression formation refers to receive information from an individual and forming an opinion on one's characteristics and personality. Previous studies on concrete factors that promote or hinder the formation of impressions have focused on the two-dimensional model of stereotype (i.e., warmth and ability). The warmth dimension of the two-dimensional stereotype model has been recently derived into moral and social dimensions. However, compared with abundant studies on how moral influences impression formation, the literature on how moral influences impression updating is extremely limited, and these limited researches have not systematically compared the roles of moral, social and ability dimensions in promoting impression updating, as well as the different influences of different information intensities on impression updating. Therefore, this study highlights the important role of moral information in impression updating by comparing moral information with social information and moral information with ability information in the Chinese context, and further divides the high and low strength of moral information to explain the information strength conditions that trigger impression updating. Two studies were designed to test the above hypotheses.
Study 1 was divided into two parts. First of all, Experiment 1 adopted a 2 (the first behavioral dimension: morality, sociality)×2(information valence: positive, negative)×2(the second behavioral dimension: morality, sociality) within subject design, aiming at comparing the influence of moral information and social information on impression updating process. The results showed that when forming the first impression, positive moral information produces more positive impressions than positive social information, and vice versa. After calculating the impression update score, it is found that moral information can produce greater impression update than social information under both positive and negative valence conditions. Experiment 2 also adopted a 2(first behavioral dimension: morality, ability)×2(information valence: positive, negative)×2(second behavioral dimension: morality, ability) within subject design, aiming at comparing the influence of moral information and ability information on impression updating process. When forming the first impression, positive moral information produces more positive impressions than positive ability information, and vice versa. After calculating the impression update score, it is found that moral information can produce greater impression update than ability information under both positive and negative titer. Therefore, we conclude that, compared with social information and ability information, moral information plays a greater role in the process of impression updating.
On the basis of Study 1, Study 2 further divided the strength of moral information, and also adopted an within subject design of 2(the first behavioral dimension: high-strength morality, low-strength morality)×2(the information valence: positive, negative)×2(the second behavioral dimension: high-strength morality, low-strength morality), aiming at exploring whether the low-strength moral information can update the first impression by manipulating the different intensities of moral information. The procedure of Study 2 is basically the same as that of Study 1. The only difference is that moral information is presented to the subjects in Study 2, and the high and low moral strength is divided. The results of Study 2 showed that low-strength moral information can cause impression renewal, even when the first behavioral dimension is high-strength moral information. Meanwhile, whether under positive or negative conditions, high-strength moral information can always produce greater impression update than low-strength moral information.
To sum up, this study draws the following conclusions. First, the impression of others will be updated according to new information inconsistent with previous information. Second, under the stereotype content model, the moral dimension can play a leading role in the process of impression updating more than other dimensions (social and ability). Finally, the higher the intensity of moral information, the greater the impression update.

Key words: moral information, form an impression, impression updating, information strength