The smell of virtue: Clean scents promote reciprocity and charity

Based on the symbolic association between physical and moral purity, we introduce a provocative possibility: clean smells might not only regulate physical cleanliness, but may also motivate virtuous behavior. Indeed, moral transgressions can engender literal feelings of dirtiness (Zhong & Liljenquist, 2006). Just as many symbolic associations are reciprocally related (Lakoff, 1987), such as coldness and loneliness (Zhong & Leonardelli, 2008) or darkness and depravity (Frank & Gilovich, 1988), morality and cleanliness may also be reciprocally linked. In the current research, we investigate whether clean scents can transcend the domain of physical cleanliness and promote virtuous behavior.