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A groundbreaking study from the University of British Columbia (UBC) has unveiled that people’s moral values shift with the changing seasons, a discovery that could have profound implications for politics, legal judgments, and public health.
Published this week in the Proceedings of the National Academy of Sciences (PNAS), the research highlights a significant seasonal pattern in moral values based on a decade-long analysis of survey responses from over 230,000 people in the U.S., with corroborative data from Canada and Australia. The study reveals that individuals’ endorsement of certain moral values fluctuates with the time of year, showing stronger support for values that promote group cohesion and conformity in spring and fall, compared to summer and winter.
Seasonal Patterns in Moral Values
The study, led by Ian Hohm, a doctoral student in UBC’s psychology department, found that values such as loyalty, authority, and purity—collectively known as “binding” values—are endorsed more strongly during spring and fall. These values emphasize devotion to one’s group, respect for established rules, and adherence to tradition, and are often associated with political conservatism. In contrast, the values of care and fairness, which focus on kindness and equal treatment, are considered more liberal and show less seasonal fluctuation.
Hohm explained, “Moral values are a fundamental part of how people make decisions and form judgments, so we think this finding might just be the tip of the iceberg in terms of its implications for various aspects of society.”
Anxiety as a Potential Driver
The researchers also explored a possible link between seasonal shifts in moral values and anxiety levels, using large-scale data on seasonal anxiety provided by Dr. Brian O’Shea, a co-author and assistant professor of psychology at the University of Nottingham. The study observed that anxiety levels peak in the spring and autumn, coinciding with periods of stronger endorsement of binding values.
Dr. Mark Schaller, the senior author of the study and a professor of psychology at UBC, noted, “This correlation suggests that higher anxiety may drive people to seek comfort in group norms and traditions upheld by binding values.”
Implications for Politics, Law, and Health
The study’s findings have significant implications:
- Elections: The timing of elections could influence outcomes, as seasonal shifts in moral values might affect political opinions and behavior.
- Legal Judgments: The timing of trials and legal decisions could be swayed by seasonal variations in moral values, with those endorsing binding values potentially being more punitive.
- Disease Response: Understanding seasonal changes in moral values could help tailor more effective public health campaigns, as seen during the COVID-19 pandemic when adherence to health guidelines was influenced by moral values.
- Intergroup Relations: Seasonal variations in moral values may impact attitudes towards outsiders and those who do not conform to group norms.
The research team plans to further investigate the relationship between anxiety and moral values and explore how these seasonal patterns influence prejudices and legal judgments. This study opens new avenues for understanding how seasonal changes can affect societal behaviors and decisions.
