The paradox of moral cleansing: When physical cleansing leads to increased contamination concerns

Moral threats, including threats to moral self-worth, have been associated with contamination concerns. Paradoxically, although self-cleansing provides temporary relief, it can worsen feelings of contamination. Self-affirmation might be an effective strategy, especially following obsessive type cognitions (e.g., responsibility beliefs) when moral threats are reactivated.

In Experiment 1, participants recalled an immoral deed and then self-cleansed (using a hand-wipe), completed a control task, or self-affirmed. Contamination concerns were subsequently measured by a washing task. In Experiment 2, the same procedure was used but obsessive-type cognitions were activated by asking participants a series of questions about obsessive beliefs.

As expected, relative to the control condition, both self-affirmation and self-cleansing resulted in less subsequent repeated washing behaviour in Experiment 1. In Experiment 2, when the immoral recall was followed by activation of obsessive-type cognitions, self-cleansing led to more guilt and repeated washing than self-affirmation and control. Rather than alleviating feelings of contamination, physical self-cleansing led to more contamination concerns and guilt when in the context of activated obsessive-type cognitions, possibly because it paradoxically makes (moral) cleanliness goals salient.

Future research needs to test clinical populations, for whom contamination concerns are all the more central.

This research provides further evidence of the influence of moral threat in contamination concerns, and the limits of moral cleansing. Self-affirmation resulted in less contamination concerns under both a neutral condition and activated obsessive type cognitions.