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Our social media newsfeeds are filled with a variety of content all battling for our limited attention. Across 3 studies, we investigated whether moral and emotional content captures our attention more than other content and if this may help explain why this content is more likely to go viral online. Using a combination of controlled lab experiments and nearly 50,000 political tweets, we found that moral and emotional content are prioritized in early visual attention more than neutral content, and that such attentional capture is associated with increased retweets during political conversations online. Furthermore, we found that the differences in attentional capture among moral and emotional stimuli could not be fully explained by differences in arousal. These studies suggest that attentional capture is 1 basic psychological process that helps explain the increased diffusion of moral and emotional content during political discourse on social media, and shed light on ways in which political leaders, disinformation profiteers, marketers, and activist organizations can spread moralized content by capitalizing on natural tendencies of our perceptual systems. (PsycINFO Database Record (c) 2020 APA, all rights reserved).

Evidence suggests that people have a lower threshold for the conscious awareness of moral words. Given the potential motivational relevance of moral concerns, the authors hypothesized and found that motivational relevance of moral stimuli enhanced the detection of moral words. People who saw a CrimeStoppers advertisement in which a majority (vs. minority) of wanted murderers had been brought to justice exhibited reduced detection of moral words (Experiment 1). Similarly, people who read that an assailant was arrested (vs. escaped punishment) exhibited reduced detection of moral words (Experiment 2). In both experiments, the effect of justice motives on moral word detection was specific to words presented near (vs. distant) to the threshold for perceptual awareness. These findings suggest that satiating (vs. activating) justice motives can reduce the frequency with which moral (vs. non-moral) words reach perceptual awareness. Implications for models of moral psychology, particularly the role of perception in morality, are discussed. (PsycINFO Database Record, ((c) 2016 APA, all rights reserved).)