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Moral Violations Reduce Oral Consumption.

Cindy Chan1, Leaf Van Boven2, Eduardo B Andrade3

  • 1Department of Marketing, the Wharton School, University of Pennsylvania.

Journal of Consumer Psychology : the Official Journal of the Society for Consumer Psychology
|August 16, 2014
PubMed
Summary
This summary is machine-generated.

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Exposure to moral violations, like crime and fraud, reduces oral consumption. This "moral disgust" response mirrors physical disgust, impacting consumer behavior and food intake.

Area of Science:

  • Consumer Psychology
  • Moral Psychology
  • Behavioral Economics

Background:

  • Consumers regularly encounter moral violations in media and daily life.
  • Moral violations can elicit disgust, an emotion linked to avoiding contamination.

Purpose of the Study:

  • To investigate how exposure to moral violations influences consumer consumption behavior.
  • To determine if moral disgust affects oral intake similarly to physical disgust.

Main Methods:

  • Three experiments were conducted exposing participants to different moral violations.
  • Consumption was measured by the amount of water and chocolate milk participants drank.
  • Control groups were used for comparison.

Main Results:

Keywords:
ConsumptionDisgustEmotionsMorality

Related Experiment Videos

  • Participants exposed to moral violations (incest, cheating, fraud) drank significantly less than control groups.
  • This reduction in oral consumption was observed across various forms of moral violation exposure.
  • Findings suggest a consistent behavioral response to moral disgust.

Conclusions:

  • Moral disgust, triggered by violations of moral norms, significantly reduces oral consumption.
  • The behavioral response to moral disgust parallels that of core disgust, impacting consumer behavior.
  • This research highlights the link between moral violations, emotions, and consumption patterns.