Triggering feelings of personal culpability for a problem increases moral outrage at a third-party target. For instance, respondents who read that Americans are the biggest consumer drivers of climate change “reported significantly higher levels of outrage at the environmental destruction” caused by “multinational oil corporations” than did the respondents who read that Chinese consumers were most to blame.
The more guilt over one’s own potential complicity, the more desire “to punish a third-party through increased moral outrage at that target.” For instance, participants in study one read about sweatshop labor exploitation, rated their own identification with common consumer practices that allegedly contribute, then rated their level of anger at “international corporations” who perpetuate the exploitative system and desire to punish these entities. The results showed that increased guilt “predicted increased punitiveness toward a third-party harm-doer due to increased moral outrage at the target.”
Having the opportunity to express outrage at a third-party decreased guilt in people threatened through “ingroup immorality.” Study participants who read that Americans were the biggest drivers of man-made climate change showed significantly higher guilt scores than those who read the blame-China article when they weren’t given an opportunity to express anger at or assign blame to a third-party. However, having this opportunity to rage against hypothetical corporations led respondents who read the blame-America story to express significantly lower levels of guilt than the China group. Respondents who read that Chinese consumers were to blame had similar guilt levels regardless of whether they had the opportunity to express moral outrage.