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.

中文翻译：

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声誉管理作为不道德“传染性”的另一种解释

摘要 先前的研究结果表明，人们不愿意接触道德上令人厌恶的物品，例如纳粹服装，被解释为表明不道德被视为对身体的污染。然而，自我表现的担忧可能是不道德的明显传染性的基础：明显地与不道德的刺激联系起来有名誉受损的风险，因为观察者通过联想推断出不道德。在一个场景中，参与者更喜欢在衣服下面而不是在衣服外面戴纳粹臂章，尽管下面的选择需要皮肤接触（研究 1）。参与者报告说主要是受声誉而不是污染的影响。研究 1a 和 1b 表明，当公开展示保持不变以尽量减少声誉问题时，皮肤接触会增加少量不适。一项使用真正纳粹臂章的实验室研究表明，观众更倾向于隐藏臂章（研究 2）。在研究 3 中改变观点，第三方认为直接接触臂章的目标比展示臂章的目标更不道德，甚至更少受到污染。研究 4 中的另一个场景揭示了公开展示对穿着不道德 T 恤的负面感受的强烈影响，但没有皮肤接触的影响。总体而言，研究结果表明，明显的道德传染效应可能更多地由自我展示而不是污染来解释。比那些展示臂章的人。研究 4 中的另一个场景揭示了公开展示对穿着不道德 T 恤的负面感受的强烈影响，但没有皮肤接触的影响。总体而言，研究结果表明，明显的道德传染效应可能更多地由自我展示而不是污染来解释。比那些展示臂章的人。研究 4 中的另一个场景揭示了公开展示对穿着不道德 T 恤的负面感受的强烈影响，但没有皮肤接触的影响。总体而言，研究结果表明，明显的道德传染效应可能更多地由自我展示而不是污染来解释。