Tänk på hur du klär dig: färger tenderar att associeras till moral och omoral. Det visar studien ”The Color of Sin: White and Black Are Perceptual Symbols of Moral Purity and Pollution”, publicerad i Psychological Science (preliminär gratisversion här):

There exists a moral purity metaphor which likens moral goodness to physical cleanliness … In three studies, we explored an unstudied, and underappreciated, aspect of this metaphor—its grounding in the colors black and white. We documented a moral Stroop effect indicating that people make such immorality-blackness associations quickly and relatively automatically. … Finally, indicative of a direct link between immorality-blackness associations and purity concerns, individuals who showed the moral Stroop effect considered cleaning (especially self-cleaning) products to be highly desirable.

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Tips: The Economist