Who are you calling rude? Honor-related differences in morality and competence evaluations after an insult

In two studies, we examined honor‐related differences in morality versus competence evaluations as a way to tap into social judgment formation after an insult. In Study 1, we distinguished between high‐honor and low‐honor cultures. Participants' evaluations of a norm transgressor were gathered. Results indicated that high‐honor participants devalued the transgressor more strongly in terms of morality than competence in comparison with low‐honor participants. In Study 2, we distinguished between participants with high‐ and low‐honor values and investigated morality and competence in self‐perception. Participants were asked to respond to different types of insults gathered in Study 1. High‐honor participants were primarily harmed in their morality after being insulted, while this prominence was less apparent in low‐honor participants. Both studies showed that those who value honor highly moralize insults to a greater extent, because they take more offense to them.