A groundbreaking study from the University of British Columbia (UBC) has revealed something many might find surprising: our moral values are not static; they shift with the seasons. This research uncovers how political, legal, and health-related perceptions can change depending on the time of year—insightful information nowadays when society is increasingly aware of the importance of moral frameworks.
The study, published in the Proceedings of the National Academy of Sciences, analyzed survey data from over 230,000 participants across the U.S. gathered over ten years. Ian Hohm, the study’s first author and a doctoral student at UBC’s psychology department, notes, “People’s endorsement of moral values promoting group cohesion and conformity is stronger in the spring and fall than it is during the summer and winter.” These findings could have serious ramifications for everything from voting behavior to public responses during health crises.
But what exactly are these moral values? Using data collected from yourmorals.org, researchers focused on five key values:
- Loyalty: Valuing devotion to one’s group and maintaining strong group bonds.
- Authority: Respecting and following leadership and established rules.
- Purity: Emphasizing cleanliness, sanctity, and upholding tradition.
- Care: Prioritizing kindness and preventing harm to others.
- Fairness: Ensuring equal treatment for everyone.
The first three—loyalty, authority, and purity—are considered “binding” values, focusing on conformity and often aligning with political conservatism. Meanwhile, care and fairness tend to be more liberal, emphasizing individual rights and social welfare. The research revealed significant seasonal trends, with “binding” values experiencing heightened endorsement during the spring and fall. Conversely, during the summer and winter, the endorsement for these values waned dramatically.
Interestingly, the fluctuations were found to be more prominent in geographical regions with extreme seasonal climate variations. Areas subject to more noticeable seasonal differences—like places with long, cold winters and hot summers—showed even stronger drops in the endorsement of these values during months of extreme temperatures.
One potential explanation for these seasonal moral shifts rests on the idea of anxiety. The researchers discovered through collaboration with Dr. Brian O’Shea, also involved with the research, seasonal levels of anxiety appear to peak during the spring and fall. Dr. Mark Schaller, another author of the study, elaborates, “We noticed the peaks of anxiety during these seasons correlate with increased endorsement of binding values. Higher anxiety might compel individuals to seek comfort within group norms and traditions.”
This alignment of anxiety levels with changes in moral values opens up many questions concerning broader societal impacts. The team identified real-world consequences of these findings. Consider electoral processes: shifts in public morality could influence voting outcomes. Legal systems too might be affected; individuals endorsing binding values are likely to support more punitive legal measures against those breaching societal norms. An example of this could be jury decisions or sentencing at certain times of the year.
Health responses, as witnessed during the COVID-19 pandemic, could demonstrate similar trends. Researchers found endorsement of certain moral frameworks significantly influenced adherence to public health measures, such as social distancing and vaccination uptake. Understanding these seasonal variations could lead to more targeted health campaigns.
Most obviously, how we perceive and treat those who don’t conform to prevailing norms—those perceived as outsiders—could also be influenced by the seasons. Depending on the time of year, attitudes toward intergroup relationships may shift, impacting overall social cohesion.
The findings of this research serve as more than merely academic; they challenge us to question our own unconscious biases and to increase our awareness of how the seasons may influence our judgments and decisions. This research might be just the tip of the iceberg, posing new ideas for future study and exploration.
Looking backward at history, key elections were often set during times when binding values were endorsed. This is particularly relevant for November elections, which have historically favored conservative platforms. But how might history have changed if these elections occurred during warmer or colder months? Countries where leaders can control election dates might benefit from employing these findings strategically.
While this comprehensive survey focusing on the U.S. has sparked interest, researchers like Hohm aim to extend their work internationally. They’ve started gathering data from Canada and Australia, where similar seasonal trends emerged, albeit with variance. The results gathered from the UK, where binding values tend to peak during winter, represented encouraging but less pronounced responses.
The collaboration between researchers across various institutions like UBC and the University of Nottingham reinforces the importance of global perspectives on moral values and their seasons. The initial results warrant cautious optimism; the layers of complexity within moral values and how they adapt to the changing environment continue to reveal the intricacies of human behavior.
Conclusively, the shifts our moral values undergo are more than mere seasonal quirks; they resonate within the fabric of society and its functioning. A cyclical reinforcement of group bonds initiated by anxiety could inform future strategies not just within political and legal frameworks but also cultivate conversations around empathy and social cohesion. Though it may seem mundane, pondering how our values ebb and flow with the seasons could play pivotal roles in shaping conversations surrounding our most pressing issues today.
