Moral contagion effects may be explained more by self-presentation (observers infer immorality by association) than by physical contamination

Reputation management as an alternative explanation for the “contagiousness” of immorality. Tom Kupfer & Roger Giner-Sorolla. Evolution and Human Behavior, Aug 20 2020. https://doi.org/10.1016/j.evolhumbehav.2020.08.005

Abstract: Previous findings showing that people are reluctant to contact morally disgusting objects such as Nazi clothing have been interpreted as showing that immorality is perceived as physically contaminating. However, self-presentation concerns could underlie the apparent contagiousness of immorality: associating visibly with immoral stimuli risks reputation damage because observers infer immorality by association. In a scenario, participants preferred to wear a Nazi armband under rather than over their clothing, despite the under choice requiring skin contact (Study 1). And participants reported being primarily motivated by reputation, not contamination. Studies 1a and 1b revealed that, when public display was kept constant to minimize reputation concerns, skin contact increased discomfort by a small amount. A lab study using a real Nazi armband showed that the preference for hiding the armband was stronger with an audience (Study 2). Changing perspective in Study 3, third parties judged targets who made direct contact with the armband as less immoral, and even less contaminated, than those who displayed the armband. Another scenario in Study 4 revealed a strong effect of public display, but no effect of skin contact, on negative feelings about wearing an immoral t-shirt. Overall, findings suggest that apparent moral contagion effects may be explained more by self-presentation than by contamination.