The Smell of Virtue: Clean Scents Promote Reciprocity and Charity
Katie Liljenquist, Chen-Bo Zhong & Adam Galinsky, Psychological Science, forthcoming
"Two experiments demonstrated that clean scents not only motivate clean behavior, but also promote virtuous behavior by increasing the tendency to reciprocate trust and to offer charitable help...The link from cleanliness to virtuous behavior appears to be a nonconscious one: in neither experiment did participants recognize an influence of scent on their behavior, and in Experiment 2, perceived cleanliness did not differ by condition nor correlate with the effects. These findings carry important implications for environmental regulation of behavior...By demonstrating that the association between morality and cleanliness is bidirectional, the current research identifies an unobtrusive way – a clean scent – to curb exploitation and promote altruism...The current findings suggest there is some truth to the claim that cleanliness is next to godliness; clean scents summon virtue, helping reciprocity prevail over greed, and charity over apathy."
(Nod to Kevin L)