The return of moral motivation in predicting collective action against collective disadvantage

The social psychology of collective action against collective disadvantage has hitherto underspecified, not to say neglected, the profound power of moral motivations. This is particularly important because moral motivations can unite disadvantaged and advantaged group members to fight for a joint cause (e.g., civil rights). After a brief review of the literature on collective action and moral motivation, we propose that moral convictions, defined as strong and absolute stances on moralised issues, represent an essential part of moral motivation. Hence, any violation of a moral conviction motivates individuals to change the situation. Because this motivation leads to identification with the relevant group, it effectively integrates moral conviction with the Social Identity Model of Collective Action (SIMCA; Van Zomeren, Postmes & Spears, 2008). This model suggests that a relevant social identity is the psychological basis for undertaking collective action motivated by group identification, group-based anger, and group efficacy. Our approach thus explains how seemingly individualistic moral convictions can have collective consequences.