Keeping intergroup relations clean
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.
Keywords
Prejudice, physical contamination, social cognition, malodour, clean smell, intergroup relations
