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moral-purity

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    Priming & Exposure Entry #0743

    The reason a clean smell makes people behave more fairly

    A clean citrus scent primes purity, which activates moral-behaviour schemas and makes people more honest, generous, and cooperative in subsequent decisions.

    Novice
    The hidden part #0743

    A spritz of citrus cleans the conscience before any moral stain appears. The player acts fairly and credits their own virtue.

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    Scent Marketing Entry #1054

    The reason a clean scent makes a store feel more honest

    Cleanliness and honesty share a metaphorical link in the brain, so a fresh scent activates moral associations that transfer to the brand.

    Adept
    The hidden part #1054

    The branch does not smell honest — but clean and honest share a metaphor, and the nose cannot tell them apart.

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