Washing away your sins: threatened morality and physical cleansing.
Physical cleansing has been a focal element in religious ceremonies for thousands of years. The prevalence of this practice suggests a psychological association between bodily purity and moral purity. In three studies, we explored what we call the "Macbeth effect"-that is, a threat to one's moral purity induces the need to cleanse oneself. This effect revealed itself through an increased mental accessibility of cleansing-related concepts, a greater desire for cleansing products, and a greater likelihood of taking antiseptic wipes. Furthermore, we showed that physical cleansing alleviates the upsetting consequences of unethical behavior and reduces threats to one's moral self-image. Daily hygiene routines such as washing hands, as simple and benign as they might seem, can deliver a powerful antidote to threatened morality, enabling people to truly wash away their sins.
Zhong
Chen-Bo
CB
Department of Organizational Behavior and HR Management, Joseph L. Rotman School of Management, University of Toronto, Toronto, Ontario M5S 3E6, Canada. chenbo.zhong@rotman.utoronto.ca
Liljenquist
Katie
K
D004644:Emotions; D004989:Ethics; D006235:Hand Disinfection; D006801:Humans; D006920:Hygiene; D009014:Morals; D009042:Motivation; D012649:Self Concept