A large literature demonstrates that moral convictions guide many of our thoughts, behaviors, and social interactions. Yet, we know little about how these moral convictions come to exist. In the present research we explore moralization-the process by which something that was morally neutral takes on moral properties-examining what factors facilitate and deter it. In 3 longitudinal studies participants were presented with morally evocative stimuli about why eating meat should be viewed as a moral issue. Study 1 tracked students over a semester as they took a university course that highlighted the suffering animals endure because of human meat consumption. In Studies 2 and 3 participants took part in a mini-course we developed which presented evocative videos aimed at inducing moralization. In all 3 studies, we assessed participants' beliefs, attitudes, emotions, and cognitions at multiple time points to track moral changes and potential factors responsible for such changes. A variety of factors, both cognitive and affective, predicted participants' moralization or lack thereof. Model testing further pointed to two primary conduits of moralization: the experience of moral emotions (e.g., disgust, guilt) felt when contemplating the issue, and moral piggybacking (connecting the issue at hand with one's existing fundamental moral principles). Moreover, we found individual differences, such as how much one holds their morality as central to their identity, also predicted the moralization process. We discuss the broad theoretical and applied implications of our results.

How do protest actions impact public support for social movements? Here we test the claim that extreme protest actions-protest behaviors perceived to be harmful to others, highly disruptive, or bothtypically reduce support for social movements. Across 6 experiments, including 3 that were preregistered, participants indicated less support for social movements that used more extreme protest actions. This result obtained across a variety of movements (e.g., animal rights, anti-Trump, anti-abortion) and extreme protest actions (e.g., blocking highways, vandalizing property). Further, in 5 of 6 studies, negative reactions to extreme protest actions also led participants to support the movement's central cause less, and these effects were largely independent of individuals' prior ideology or views on the issue. In all studies we found effects were driven by diminished social identification with the movement. In Studies 4 -6, serial mediation analyses detailed a more in-depth model: observers viewed extreme protest actions to be immoral, reducing observers' emotional connection to the movement and, in turn, reducing identification with and support for the movement. Taken together with prior research showing that extreme protest actions can be effective for applying pressure to institutions and raising awareness of movements, these findings suggest an activist's dilemma, in which the same protest actions that may offer certain benefits are also likely to undermine popular support for social movements.

We thank Laksmiina Balasubramaniam and Ariana Youm for their assistance with data collection. We also thank Joanne Wood, Brett Q. Ford, Geoff MacDonald, and Emily Impett for their helpful comments and suggestions on an earlier version of this manuscript.

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