What Makes People Vote Republican?

What makes people vote Republican? Why in particular do working class and rural Americans usually vote for pro-business Republicans when their economic interests would seem better served by Democratic policies? We psychologists have been examining the origins of ideology ever since Hitler sent us Germany's best psychologists, and we long ago reported that strict parenting and a variety of personal insecurities work together to turn people against liberalism, diversity, and progress. But now that we can map the brains, genes, and unconscious attitudes of conservatives, we have refined our diagnosis: conservatism is a partially heritable personality trait that predisposes some people to be cognitively inflexible, fond of hierarchy, and inordinately afraid of uncertainty, change, and death. People vote Republican because Republicans offer "moral clarity" -- a simple vision of good and evil that activates deep seated fears in much of the electorate. Democrats, in contrast, appeal to reason with their long-winded explorations of policy options for a complex world.

Diagnosis is a pleasure. It is a thrill to solve a mystery from scattered clues, and it is empowering to know what makes others tick. In the psychological community, where almost all of us are politically liberal, our diagnosis of conservatism gives us the additional pleasure of shared righteous anger. We can explain how Republicans exploit frames, phrases, and fears to trick Americans into supporting policies (such as the "war on terror" and repeal of the "death tax") that damage the national interest for partisan advantage.

But with pleasure comes seduction, and with righteous pleasure comes seduction wearing a halo. Our diagnosis explains away Republican successes while convincing us and our fellow liberals that we hold the moral high ground. Our diagnosis tells us that we have nothing to learn from other ideologies, and it blinds us to what I think is one of the main reasons that so many Americans voted Republican over the last 30 years: they honestly prefer the Republican vision of a moral order to the one offered by Democrats. To see what Democrats have been missing, it helps to take off the halo, step back for a moment, and think about what morality really is.

I began to study morality and culture at the University of Pennsylvania in 1987. A then-prevalent definition of the moral domain, from the Berkeley psychologist Elliot Turiel, said that morality refers to "prescriptive judgments of justice, rights, and welfare pertaining to how people ought to relate to each other." But if morality is about how we treat each other, then why did so many ancient texts devote so much space to rules about menstruation, who can eat what, and who can have sex with whom? There is no rational or health-related way to explain these laws. (Why are grasshoppers kosher but most locusts are not?) The emotion of disgust seemed to me like a more promising explanatory principle. The book of Leviticus makes a lot more sense when you think of ancient lawgivers first sorting everything into two categories: "disgusts me" (gay male sex, menstruation, pigs, swarming insects) and "disgusts me less" (gay female sex, urination, cows, grasshoppers ).

For my dissertation research, I made up stories about people who did things that were disgusting or disrespectful yet perfectly harmless. For example, what do you think about a woman who can't find any rags in her house so she cuts up an old American flag and uses the pieces to clean her toilet, in private? Or how about a family whose dog is killed by a car, so they dismember the body and cook it for dinner? I read these stories to 180 young adults and 180 eleven-year-old children, half from higher social classes and half from lower, in the USA and in Brazil. I found that most of the people I interviewed said that the actions in these stories were morally wrong, even when nobody was harmed. Only one group -- college students at Penn -- consistently exemplified Turiel's definition of morality and overrode their own feelings of disgust to say that harmless acts were not wrong. (A few even praised the efficiency of recycling the flag and the dog).