A test of the Morality-Agency-Communion (MAC) model of respect and liking across positive and negative traits

The Morality-Agency-Communion (MAC) model of respect and liking suggests that traits linked with morality are important for respect and liking; traits related to competence or assertiveness are important for respect and traits related to warmth are important for liking. However, tests of this model have tended not to consider traits related to immorality, incompetence, lack of assertiveness or coldness. This study addressed this issue by utilizing a within-subjects design in which participants were required to rate their respect and liking for individuals with specific trait types across four categories (moral; competence; assertiveness; and warmth) at three levels (positive, negative and neutral). The central tenets of the MAC model were supported for ‘positive’ traits (morality, competence, assertiveness and warmth). However, for ‘negative’ traits (immorality, incompetence and lack of assertiveness), individuals were similarly not liked and not respected. Individuals who were cold were respected more than liked. The findings of this study extend the MAC model by indicating that the amount that individuals are respected versus liked depends not only on trait type but also whether a trait is positive or negative.