Hand washing induces a clean slate effect in moral judgments: a pupillometry and eye-tracking study

Keeping Morality "on the Straight" and Never "on the Bend": Metaphorical Representations of Moral Concepts in Straightness and Curvature

The study of moral conceptual metaphors has been an important topic in recent years. In Chinese culture, the concepts of curvature and straightness are given certain semantic contents, in which curvature refers to being sly while straightness refers to having integrity. In the present study, we used the Implicit Association Test (IAT) paradigm (Experiment 1) and the Stroop paradigm (Experiment 2) to investigate whether there are metaphorical representations of curvature and straightness in moral concepts. The results revealed that the mean reaction time in compatible trials (i.e., moral words accompanied by a straight pattern and immoral words accompanied by a curved pattern) was significantly shorter than that in incompatible trials (i.e., moral words accompanied by a curved pattern and immoral words accompanied by a straight pattern). The Stroop paradigm showed that reaction times were significantly reduced when moral words were presented in a straight font, but there was no significant difference between the presentation of immoral words in a straight font and that in a curved font. The results suggest that mental representations of moral concepts are associated with straightness and curvature in Chinese culture.

Separation/connection procedures: From cleansing behavior to numerical cognition

Lee and Schwarz (L&S) suggest that separation is the grounded procedure underlying cleansing effects in different psychological domains. Here, we interpret L&S's account from a hierarchical view of cognition that considers the influence of physical properties and sensorimotor constraints on mental representations. This approach allows theoretical integration and generalization of L&S's account to the domain of formal quantitative reasoning.

"It's hip to be square": Grounding moral traits in geometric shapes

To examine the hypothesis that there is a metaphoric link between geometric shapes (square vs. circle) and moral traits (integrity vs. deviousness), we conducted three experiments in China. In Study 1, integrity-related words were classified faster when embedded in a square than in a circle. Conversely, deviousness-related words were classified faster in a circle than in a square. Study 2 found that a person who preferred squares was perceived as more righteous and that a person who preferred circles was perceived as more devious. Study 3 revealed that the participants were more likely to pair a square with integrity-related words and a circle with deviousness-related words in a memory task. Given the negation of square-integrity and circle-deviousness emotional congruence, the findings of this research show that shape-related information is a meaningful part of the mental representations of moral traits.

Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation

Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users' attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users' actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when internet users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.

Heart versus head: Differential bodily feedback causally alters economic decision-making

Metaphorically, altruistic acts, such as monetary donations, are said to be driven by the heart, whereas sound financial investments are guided by reason, embodied by the head. In a unique experiment, we tested the effects of these bodily metaphors using biofeedback and an incentivized economic decision-making paradigm. Participants played a repeated investment game with a simulated partner, alternating between tactical investor and altruistic investee. When making decisions, participants received counterbalanced visual feedback from their own or a simulated partner's heart or head, as well as no feedback. As investor, participants transferred a greater proportion of their endowments when exposed to visual feedback from their own head than to feedback from their own heart or no feedback at all. These effects were not observed when the source of the feedback was the simulated partner. As investee, heart feedback predicted greater altruistic returns than head or no feedback, but this effect did not differ based on source (own vs partner). Consistent with a dual-process framework, we suggest that people may be encouraged to invest more or be more altruistic when receiving bodily feedback from conceptually diametric sources.

Washing away your sins in the brain: physical cleaning and priming of cleaning recruit different brain networks after moral threat

The association between moral purity and physical cleanliness has been widely discussed recently. Studies found that moral threat initiates the need of physical cleanliness, but actual physical cleaning and priming of cleaning have inconsistent effects on subsequent attitudes and behaviors. Here, we used resting-state functional magnetic resonance imaging to explore the underlying neural mechanism of actual physical cleaning and priming of cleaning. After recalling moral transgression with strong feelings of guilt and shame, participants either actually cleaned their faces with a wipe or were primed with cleanliness through viewing its pictures. Results showed that actual physical cleaning reduced the spontaneous brain activities in the right insula and MPFC, regions that involved in embodied moral emotion processing, while priming of cleaning decreased activities in the right superior frontal gyrus and middle frontal gyrus, regions that participated in executive control processing. Additionally, actual physical cleaning also changed functional connectivity between insula/MPFC and emotion related regions, whereas priming of cleaning modified connectivity within both moral and sensorimotor areas. These findings revealed that actual physical cleaning and priming of cleaning led to changes in different brain regions and networks, providing neural evidence for the inconsistent effects of cleanliness on subsequent attitudes and behaviors.

Conditions for the clean slate effect after success or failure

The act of physically cleaning one's hands may reduce the impact of past experiences, termed clean-slate effect. Cleaning was found to affect negative, neutral, and mildly positive states. We extend this influence to success, a self-serving state. We manipulated success vs. failure and measured changes in optimism (Experiment 1) or self-esteem (Experiment 2). Moreover, we examined boundary conditions for the clean-slate effect. Experiment 1 indicates that the influence of performance on optimism diminishes if participants knew (compared to did not know) they were cleaning their hands. Experiment 2 indicates that the influence of performance on self-esteem diminishes if participants cleaned themselves (compared to an object). These results suggest that the clean-slate effect requires both awareness and self-reference of the cleaning act. Thus, the clean-slate effect seems to depend on both conscious inferences and automatic processes. A meta-analysis across the experiments confirms a moderate-sized clean-slate effect.

Morality and soap in engineers and social scientists: the Macbeth effect interacts with professions

Several studies demonstrate that physical cleansing is actually efficacious to cope with threatened morality, thus demonstrating that physical and moral purity are psychologically interwoven. This so-called Macbeth effect has been explained, for example, by the conceptual metaphor theory that suggests an embodiment of the moral purity metaphor. Recent research draws attention to individual differences when using conceptual metaphors. The present study shows that the moral purity link interacts with different professions. Engineering and social science students were asked to hand copy a text in which the protagonist behaved in an immoral way (or in a moral way, control condition). Subsequently, they had to rate cleansing and other products. Both groups of participants showed higher ratings for cleansing products when hand copying the unethical story, but this Macbeth effect was significantly stronger for the group of engineering students. The results demonstrate that the Macbeth effect interacts with individual differences of the chosen profession. The outcome is discussed in terms of recent theories on individual differences in disgust sensitivity.

A clean self reduces bribery intent

The present research aimed at investigating the effect of physical cleanliness on bribery intent and the moderating role of personal need for structure (PNS) on this relationship. In Study 1, we used questionnaires to establish the correlation between bodily cleanliness and bribery intent. In Study 2, we examined the effect by priming sense of self-cleanliness. Study 3 was conducted outside a public bath to test our finding that physical purity decreases bribery intent again; we further found that individuals with high PNS showed no reduction in bribery intent even after cleaning themselves. We thus connected physical cleanliness with the corruption field and improved our understanding of its underlying moderating mechanism.

Exploration and Exploitation in Natural Viewing Behavior

Many eye-tracking studies investigate visual behavior with a focus on image features and the semantic content of a scene. A wealth of results on these aspects is available, and our understanding of the decision process where to look has reached a mature stage. However, the temporal aspect, whether to stay and further scrutinize a region (exploitation) or to move on and explore image regions that were yet not in the focus of attention (exploration) is less well understood. Here, we investigate the trade-off between these two processes across stimuli with varying properties and sizes. In a free viewing task, we examined gaze parameters in humans, involving the central tendency, entropy, saccadic amplitudes, number of fixations and duration of fixations. The results revealed that the central tendency and entropy scaled with stimulus size. The mean saccadic amplitudes showed a linear increase that originated from an interaction between the distribution of saccades and the spatial bias. Further, larger images led to spatially more extensive sampling as indicated by a higher number of fixations at the expense of reduced fixation durations. These results demonstrate a profound shift from exploitation to exploration as an adaptation of main gaze parameters with increasing image size.

Cognitions about bodily purity attenuate stress perception

Based on the assumption that physical purity is associated with a clean slate impression, we examined how cognitions about bodily cleanliness modulate stress perception. Participants visualized themselves in a clean or dirty state before reporting the frequency of stress-related situations experienced in the past. In Study 1 (n = 519) and Study 2 (n = 647) cleanliness versus dirtiness cognitions reliably reduced stress perception. Further results and a mediation analysis revealed that this novel effect was not simply driven by participants’ cognitive engagement in stress recall. Moreover, we found that participants’ temporal engagement in the recall of past stressful events negatively correlated with the amount of perceived stress, indicating an ease-of-retrieval phenomenon. However, a direct manipulation of the number of recalled stressful events in Study 3 (n = 792) showed the opposite effect: few versus many recalled events increased the perceived frequency of past stress-related situations. Overall, these novel results indicate an interesting avenue for future research on cognitively oriented stress reduction interventions, add to the literature on purity-related clean slate effects, and may help to better understand washing rituals in patients with obsessive-compulsive disorders.

Embodied information affects judgements about politicians: The impact of haptic weight sensations and hand cleansing

Politicians' characteristics attract voters' attention and dominate impression formation. Thereby, social judgements are deduced from different information being available in a certain situation. The literature suggests that incidental bodily sensations can influence judgement processes. Here, two bodily treatments-the haptic sensation of weight and the act of hand cleansing-simultaneously contribute to judgements about politicians. This study expands previous works by (a) investigating potential interactions of two haptic information cues, (b) providing evidence for the significant role of conceptual closeness between embodied cues and judgement dimensions, (c) showing that hand cleansing leads to harsher moral judgements independently of whether a misconduct has been committed or not, and (d) showing that the familiarity of the target to be judged does not moderate the effect of embodied information. The results demonstrate that judgements can be modulated by basal sensorimotor experiences. We discuss implications and the important issue of result generalisation and replicability.