Abstract

Looking to the popularity of superheroes, true crime stories, and anti-heroic characters like Tony Soprano, we investigated whether moral extremity, especially moral badness, piques curiosity. Across five experiments (N = 2429), we examine moral curiosity, testing under what conditions the moral minds of others spark explanation-seeking behavior. In Experiment 1, we find that among the most widely watched Netflix shows in the US over a five-month period, the more immoral the protagonist, the more hours people spent watching. In Experiments 2a and 2b, we find that when given a choice to learn more about morally good, bad, ambiguous, or average others, people preferred to learn more about morally extreme people, both good and bad. Experiment 3 reveals that people are more curious for explanations about (vs. descriptions of) morally bad and ambiguous people compared to morally good ones. Finally, Experiment 4 tests the uniqueness of curiosity for moral ambiguity. We find that people are more drawn to moral rather than aesthetic ambiguity, suggesting that ambiguity, which is cognitively taxing and sometimes avoided, preferentially engenders information seeking in the moral domain. These findings suggest deviations from moral normativity, especially badness, spur curiosity. People are curious about immorality and agents who differ from the norm.