Chen-Bo Zhong

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 ones 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 ones 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.

Do Green Products Make Us Better People

Consumer choices reflect not only price and quality preferences but also social and moral values, as witnessed in the remarkable growth of the global market for organic and environmentally friendly products. Building on recent research on behavioral priming and moral regulation, we found that mere exposure to green products and the purchase of such products lead to markedly different behavioral consequences. In line with the halo associated with green consumerism, results showed that people act more altruistically after mere exposure to green products than after mere exposure to conventional products. However, people act less altruistically and are more likely to cheat and steal after purchasing green products than after purchasing conventional products. Together, our studies show that consumption is connected to social and ethical behaviors more broadly across domains than previously thought.

Cold and Lonely Does Social Exclusion Literally Feel Cold

Metaphors such as icy stare depict social exclusion using cold-related concepts; they are not to be taken literally and certainly do not imply reduced temperature. Two experiments, however, revealed that social exclusion literally feels cold. Experiment 1 found that participants who recalled a social exclusion experience gave lower estimates of room temperature than did participants who recalled an inclusion experience. In Experiment 2, social exclusion was directly induced through an on-line virtual interaction, and participants who were excluded reported greater desire for warm food and drink than did participants who were included. These findings are consistent with the embodied view of cognition and support the notion that social perception involves physical and perceptual content. The psychological experience of coldness not only aids understanding of social interaction, but also is an integral part of the experience of social exclusion.

Good Lamps Are the Best Police Darkness Increases Dishonesty and Self-Interested Behavior

Darkness can conceal identity and encourage moral transgressions; it may also induce a psychological feeling of illusory anonymity that disinhibits dishonest and self-interested behavior regardless of actual anonymity. Three experiments provided empirical evidence supporting this prediction. In Experiment 1, participants in a room with slightly dimmed lighting cheated more and thus earned more undeserved money than those in a well-lit room. In Experiment 2, participants wearing sunglasses behaved more selfishly than those wearing clear glasses. Finally, in Experiment 3, an illusory sense of anonymity mediated the relationship between darkness and self-interested behaviors. Across all three experiments, darkness had no bearing on actual anonymity, yet it still increased morally questionable behaviors. We suggest that the experience of darkness, even when subtle, may induce a sense of anonymity that is not proportionate to actual anonymity in a given situation.

The Ethical Dangers of Deliberative Decision Making

Research on ethical decision making has been heavily influenced by normative decision theories that view intelligent choices as involving conscious deliberation and analysis. Recent developments in moral psychology, however, suggest that moral functions involved in ethical decision making are metaphorical and embodied. The research presented here suggests that deliberative decision making may actually increase unethical behaviors and reduce altruistic motives when it overshadows implicit, intuitive influences on moral judgments and decisions. Three lab experiments explored the potential ethical dangers of deliberative decision making. Experiments 1 and 2 showed that deliberative decision making, activated by a math problem-solving task or by simply framing the choice as a decision rather than an intuitive reaction, increased deception in a one-shot deception game. Experiment 3—which activated systematic thinking or intuitive feeling about the choice to donate to a charity—found that deliberative decision making could also decrease altruism. These findings highlight the potential ethical downsides of a rationalistic approach toward ethical decision making and call for a better understanding of the intuitive nature of moral functioning.

The Smell of Virtue Clean Scents Promote Reciprocity and Charity

As Proust’s words so eloquently express, a familiar smell can transport one to an exact time and place in one’s past. Indeed, psychologists have found that scents can retrieve images and feelings from the deepest recesses of the mind (Chu & Downes, 2000; Doop, Mohr, Folley, Brewer, & Park, 2006). Smells can also influence judgment (Schnall, Haidt, Clore, & Jordan, 2008) and regulate behavior: For example, Holland, Hendriks, and Aarts (2005) found that exposure to citrus cleaning scents enhanced the mental accessibility of cleaning-related constructs and led participants to maintain a cleaner environment while eating. Given the symbolic association between physical and moral purity, we considered a provocative possibility: In addition to regulating physical cleanliness, clean smells might also motivate virtuous behavior. Indeed, moral transgressions can engender literal feelings of dirtiness (Zhong & Liljenquist, 2006). Just as many symbolic associations, such as coldness and loneliness (Zhong & Leonardelli, 2008) or darkness and depravity (Frank & Gilovich, 1988), are reciprocally related (Lakoff, 1987), morality and cleanliness may also be reciprocally linked. We investigated whether clean scents could transcend the domain of physical cleanliness and promote virtuous behavior.

The Merits of Unconscious Thought in Creativity

Research has yielded weak empirical support for the idea that creative solutions may be discovered through unconscious thought, despite anecdotes to this effect. To understand this gap, we examined the effect of unconscious thought on two outcomes of a remote-association test (RAT): implicit accessibility and conscious reporting of answers. In Experiment 1, which used very difficult RAT items, a short period of unconscious thought (i.e., participants were distracted while holding the goal of solving the RAT items) increased the accessibility of RAT answers, but did not increase the number of correct answers compared with an equal duration of conscious thought or mere distraction. In Experiment 2, which used moderately difficult RAT items, unconscious thought led to a similar level of accessibility, but fewer correct answers, compared with conscious thought. These findings confirm and extend unconscious-thought theory by demonstrating that processes that increase the mental activation of correct solutions do not necessarily lead them into consciousness.

Getting Off on the Wrong Foot: The Timing of a Breach and the Restoration of Trust

Few interpersonal relationships endure without one party violating the others expectations. Thus, the ability to build trust and to restore cooperation after a breach can be critical for the preservation of positive relationships. Using an iterated prisoners dilemma, this article presents two experiments that investigated the effects of the timing of a trust breach—at the start of an interaction, after 5 trials, after 10 trials, or not at all. The findings indicate that getting off on the wrong foot has devastating long-term consequences. Although later breaches seemed to limit cooperation for only a short time, they still planted a seed of distrust that surfaced in the end.

Drunk, Powerful, and in the Dark: How General Processes of Disinhibition Produce Both Prosocial and Antisocial Behavior

Social power, alcohol intoxication, and anonymity all have strong influences on human cognition and behavior. However, the social consequences of each of these conditions can be diverse, sometimes producing prosocial outcomes and other times enabling antisocial behavior. We present a general model of disinhibition to explain how these seemingly contradictory effects emerge from a single underlying mechanism: The decreased salience of competing response options prevents activation of the Behavioral Inhibition System (BIS). As a result, the most salient response in any given situation is expressed, regardless of whether it has prosocial or antisocial consequences. We review three distinct routes through which power, alcohol intoxication, and anonymity reduce the salience of competing response options, namely, through Behavioral Approach System (BAS) activation, cognitive depletion, and reduced social desirability concerns. We further discuss how these states can both reveal and shape the person. Overall, our approach allows for multiple domain-specific models to be unified within a common conceptual framework that explains how both situational and dispositional factors can influence the expression of disinhibited behavior, producing both prosocial and antisocial outcomes.

You Are How You Eat Fast Food and Impatience

Based on recent advancements in the behavioral priming literature, three experiments investigated how incidental exposure to fast food can induce impatient behaviors and choices outside of the eating domain. We found that even an unconscious exposure to fast-food symbols can automatically increase participants’ reading speed when they are under no time pressure and that thinking about fast food increases preferences for time-saving products while there are potentially many other product dimensions to consider. More strikingly, we found that mere exposure to fast-food symbols reduced people’s willingness to save and led them to prefer immediate gain over greater future return, ultimately harming their economic interest. Thus, the way people eat has far-reaching (often unconscious) influences on behaviors and choices unrelated to eating.