THE SCENT OF BIGOTRY

"The embodied social cognition and processes of prejudice: Malodours, disgust and prejudice"

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 Obiettivo del progetto (Objective)

'The objectives of the planned activities are (1) to conduct cutting-edge research on physical and psychological conditions that stimulate and maintain good intergroup relations; (2) to develop a trans-national collaborations with experts working in that area; and (3) to provide the experienced researcher (Polish, based in UK) with new knowledge (embodiment, social neuroscience), experience (research management, new research methodologies) and complementary training (research design, dissemination, advanced statistics) that will help her achieve a leading independent position and professional maturity. The project studies why social groups perceived on a symbolic level as ‘impure’ are often avoided and excluded. It adopts the ground-breaking embodiment perspective in social psychology, which proposes that abstract concepts (e.g. moral impurity) are build upon concrete bodily experiences (e.g., physical impurity). The main hypothesis is that prejudice can result from negative moral emotions that involve an automatic (basic and unconscious) food rejection system cued by odours. This system prevents contamination of the body by avoidance or expulsion of unhealthy substances. This perspective addresses those aspects of prejudice (the persistent obstacle to intergroup harmony) that are outside of people’s conscious awareness and control. Three experimental psychological studies will be conducted under a supervision of the scientist in charge and a team of 3 experts at an international research centre (Cis-ISCTE) in Portugal. They will use priming procedures (subtle activation of related concepts) and methods of indirect attitude assessment to examine the effects of malodour (vs pleasant scent) on prejudice. Results are likely to have theoretical implications and applied value in providing useful information for policy making aiming at remediating prejudice and improving intergroup relations in a cost-effective and subtle way.'

Introduzione (Teaser)

A recent research initiative examined the link between prejudice and physical contamination. Project outcomes advance a social psychological theory of prejudice and theories of embodied social cognition.

Descrizione progetto (Article)

Funded by the EU, the project 'The embodied social cognition and processes of prejudice: Malodours, disgust and prejudice' (THE SCENT OF BIGOTRY) examined the effects of malodours as well as clean smells on prejudice towards essentialised out-groups.

Study results offer evidence that olfactory cues of physical contamination trigger prejudice embodied in intergroup contamination concerns while purity reduces it.A total of five project experiments showed that malodour increases and clean smell decreases prejudice towards Gypsies, Muslims, Blacks and homosexuals.

However, the same was not found for homeless people, drug addicts or conservative politicians.

Pretests revealed that the latter group are attributed less underlying, unchangeable essence than the first group.

Other studies showed that when people focused on differences between essentialised out-groups and corresponding majorities, a higher sensitivity to smell predicted prejudice towards ethnic minorities and homosexuals.

Project findings suggest prejudice may be based on evolved concerns about physical contamination.

However, the social context influences the expression of such concerns.

Essentially, this form of prejudice targets social groups that people view as essentially different.

THE SCENT OF BIGOTRY project opened up the possibility of investigating ways to reduce prejudice.

For example, a clean smelling environment may be more conducive to fewer prejudiced reactions.

Consequently, certain decision-making settings, such as court rooms and immigration offices, can be 'adjusted' to increase a sense of physical cleanness.

The outcomes of this research initiative will have a lasting societal impact as they can be used to encourage harmonious intergroup relations.