Moral context matters: a reply to Graham.

In response to Graham's comments, we attempt to clarify aspects of the Model of Moral Motives (MMM). The columns of our model represent three primary contexts for morality, involving behaviors focused on the self, another person, and one's group. The rows of MMM represent proscriptive morality and prescriptive morality, which broadly reflect motives to protect (from harm) and provide (help); these general motives have distinct manifestations depending on context (i.e., the columns of MMM). The article addresses misunderstandings in Graham's interpretation of MMM and includes discussions of criteria for categorizing prescriptive versus proscriptive moral motives, the central role of restrictiveness in proscriptive moral regulation, an inconsistency that provides support for the inclusion of group-based Social Justice, and further distinctions between Social Order and Social Justice informed by recent cross-cultural research.