Previous research found evidence for a liking bias in moral character judgments because judgments of liked people are higher than those of disliked or neutral ones. This article sought conditions moderating this effect. In Study 1 (N = 792), the impact of the liking bias on moral character judgments was strongly attenuated when participants were educated that attitudes bias moral judgments. In Study 2 (N = 376), the influence of liking on moral character attributions was eliminated when participants were accountable for the justification of their moral judgments. Overall, these results suggest that although liking biases moral character attributions, this bias might be reduced or eliminated when deeper information processing is required to generate judgments of others' moral character.
Keywords: accountability; attitudes; liking bias; moral character; moral judgments.