The idea that immoral behaviour "leaves a bad taste in your mouth" is more than just a metaphor, say psychologists at the University of Toronto, who have shown that immorality triggers the same primitive reactions that helped early humans avoid poison and infection.
Distasteful drinks, repulsive photos and unfair financial treatment all evoked the same primitive response in their experiments -- the unmistakable grimace of disgust.
"People feel it very strongly and viscerally," says Hanah Chapman, lead author of the study published today in the journal Science. It suggests revulsion to unfair financial dealings -- be it overpayment of executives or brokers peddling toxic mortgages -- taps into powerful and primitive emotions more commonly associated with cockroaches, filth and disease.
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