Researchers have tended to focus on mind perception as integral to judgments of moral standing, yet a smaller body of evidence suggests that beauty may also be an important factor (for some people and animals). Across six studies ( N = 1,662), we investigated whether beauty increases moral standing attributions to a wide range of targets, including non-sentient entities, and explored the psychological mechanism through which beauty assigns moral standing to targets. We found that people attribute greater moral standing to beautiful (vs. ugly) animals (Study 1 and Study 5a, preregistered) and humans (Study 2). This effect also extended to non-sentient targets, that is, people perceive beautiful (vs. ugly) landscapes (Study 3) and buildings (Study 4 and Study 5b, preregistered) as possessing greater moral standing. Across all studies, perceptions of purity mediated the effect of beauty on moral standing, suggesting that beauty increases the moral standing individuals place on targets through evoking moral intuitions of purity.

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Research on the Beauty-is-Good stereotype shows that unattractive people are perceived to have worse moral character than attractive individuals. Yet research has not explored what kinds of moral character judgments are particularly biased by attractiveness. In this work, we tested whether attractiveness particularly biases moral character judgments pertaining to the moral domain of purity, beyond a more general halo effect. Across four preregistered studies ( N = 1,778), we found that unattractive (vs. attractive) individuals were judged to be more likely to engage in purity violations compared with harm violations and that this was not due to differences in perceived moral wrongness, weirdness, or sociality between purity and harm violations. The findings shed light on how physical attractiveness influences moral character attributions, suggesting that physical attractiveness particularly biases character judgments pertaining to the moral domain of purity.