Disgust as embodied moral judgment

How the Object of Affect Guides its Impact

In this article, we examine how affect influences judgment and thought, but also how thought transforms affect. The general thesis is that the nature and impact of affective reactions depends largely on their objects. We view affect as a representation of value, and its consequences as dependent on its object or what it is about. Within a review of relevant literature and a discussion of the nature of emotion, we focus on the role of the object of affect in governing both the nature of emotional reactions and the impact of affect and emotion on cognition and action. Although emotion is always about the here and now, the capacity for abstract thought means that the human here and now includes imagination as well as perception. Indeed, the hopes and fears that dominate human lives often involve things only imagined.

A Reply to Commentaries on "How the Object of Affect Guides Its Impact"

Commentaries focused on the emotional appraisal part of our article. Cunningham and Van Bavel argued for distinguishing core disgust from moral disgust, and we describe how the theory might accommodate their proposal. They also suggested that temporal and other comparisons could account for emotional variety. We concur, but see such comparisons as inherent in the different emotional objects. Winkielman emphasized unconscious affect, but we suggest its power flows from the absence of situational constraints on its meaning. He characterized our appraisal model as coldly cognitive rather than embodied, but the complaint is misdirected, as the model addresses emotional structure, not emotional process. Indeed, embodied accounts will still require structural accounts to determine why one emotion rather than another is elicited.

With a Clean Conscience

Theories of moral judgment have long emphasized reasoning and conscious thought while downplaying the role of intuitive and contextual influences. However, recent research has demonstrated that incidental feelings of disgust can influence moral judgments and make them more severe. This study involved two experiments demonstrating that the reverse effect can occur when the notion of physical purity is made salient, thus making moral judgments less severe. After having the cognitive concept of cleanliness activated (Experiment 1) or after physically cleansing themselves after experiencing disgust (Experiment 2), participants found certain moral actions to be less wrong than did participants who had not been exposed to a cleanliness manipulation. The findings support the idea that moral judgment can be driven by intuitive processes, rather than deliberate reasoning. One of those intuitions appears to be physical purity, because it has a strong connection to moral purity.