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This study draws on ideas from literature in social psychology and morality to better understand how social movement issues might be judged by audiences, including potential activists, the general public, and powerful elites. Specifically, it focuses on the nature of the aggrieved group, looking at those associated with identities evaluated negatively in society. It finds that identities that cause harm, such as criminals, receive far less support than other types of groups. Conversely, groups viewed negatively but not causing harm, like victims or those engaging in self-harm, can garner high levels of sympathy and interest in activism.