Researcher and assistant professor Matthew Grizzard's study found that people found moral characters to be more likable and immoral characters to be less likable.
A sample of college students analyzed villians, heroes and "morally ambiguous characters," rating how moral they perceived the character to be.
“The more moral a character is, the more I like them. The more I like a character, the more moral I perceive them to be. It is nearly impossible to separate these factors,” Grizzard said.
Grizzard said liking for the morally ambiguous characters was most difficult to predict.
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