A cultural look at moral purity: wiping the face clean

Morality is associated with bodily purity in the custom of many societies. Does that imply moral purity is a universal psychological phenomenon? Empirically, it has never been examined, as all prior experimental data came from Western samples. Theoretically, we suggest the answer is not so straightforward-it depends on the kind of universality under consideration. Combining perspectives from cultural psychology and embodiment, we predict a...