It looks like people adopt the morality of characters they identify with in fiction:
Psychologists have discovered that while reading a book or story, people are prone to subconsciously adopt their behavior, thoughts, beliefs and internal responses to that of fictional characters as if they were their own.
Experts have dubbed this subconscious phenomenon ‘experience-taking,’ where people actually change their own behaviors and thoughts to match those of a fictional character that they can identify with.
Researcher from the Ohio State University conducted a series of six different experiments on about 500 participants, reporting in the Journal of Personality and Social Psychology, found that in the right situations, ‘experience-taking,’ may lead to temporary real world changes in the lives of readers.
They found that stories written in the first-person can temporarily transform the way readers view the world, themselves and other social groups.
Reading the Gospels? Then you’ll probably start taking on the morals and character of Jesus!
(PDF): Kaufman, G. F., & Libby, L. K. (2012, March 26). “Changing Beliefs and Behavior Through Experience-Taking.” Journal of Personality and Social Psychology. Advance online publication. doi: 10.1037/a0027525