Building trust by tearing others down: When accusing others of unethical behavior engenders trust

Abstract

We demonstrate that accusations harm trust in targets, but boost trust in the accuser when the accusation signals that the accuser has high integrity. Compared to individuals who did not accuse targets of engaging in unethical behavior, accusers engendered greater trust when observers perceived the accusation to be motivated by a desire to defend moral norms, rather than by a desire to advance ulterior motives. We also found that the accuser’s moral hypocrisy, the accusation's revealed veracity, and the target’s intentions when committing the unethical act moderate the trust benefits conferred to accusers. Taken together, we find that accusations have important interpersonal consequences.