The association between moral purity and physical cleanliness has been widely discussed recently. Studies found that moral threat initiates the need of physical cleanliness, but actual physical cleaning and priming of cleaning have inconsistent effects on subsequent attitudes and behaviors. Here, we used resting-state functional magnetic resonance imaging to explore the underlying neural mechanism of actual physical cleaning and priming of cleaning. After recalling moral transgression with strong feelings of guilt and shame, participants either actually cleaned their faces with a wipe or were primed with cleanliness through viewing its pictures. Results showed that actual physical cleaning reduced the spontaneous brain activities in the right insula and MPFC, regions that involved in embodied moral emotion processing, while priming of cleaning decreased activities in the right superior frontal gyrus and middle frontal gyrus, regions that participated in executive control processing. Additionally, actual physical cleaning also changed functional connectivity between insula/MPFC and emotion related regions, whereas priming of cleaning modified connectivity within both moral and sensorimotor areas. These findings revealed that actual physical cleaning and priming of cleaning led to changes in different brain regions and networks, providing neural evidence for the inconsistent effects of cleanliness on subsequent attitudes and behaviors.

Mortality salience (MS) influences cognition and behavior. However, its effect on emotion (especially moral emotions) and the underlying neural correlates are unclear. We investigated how MS priming modulated guilt and shame in a later recall task using functional magnetic resonance imaging. The behavioral results indicated that MS increased self-reported guilt but not shame. The neural results showed that MS strengthened neural activities related to the psychological processes of guilt and shame. Specifically, for both guilt and shame, MS increased activation in a region associated with self-referential processing (ventral medial prefrontal cortex). For guilt but not shame, MS increased the activation of regions associated with cognitive control (orbitofrontal cortex) and emotion processing (amygdala). For shame but not guilt, MS decreased brain functional connectivity related to self-referential processing. A direct comparison showed that MS more strongly decreased a functional connectivity related to self-referential processing in the shame than in the guilt condition. Additionally, the activation of insula during MS priming was partly predictive of neural activities related to guilt and shame in the subsequent recall task. Our study sheds light on the psychological and neural mechanisms of MS effects on moral emotions and provides theoretical insights for enriching terror management theory.

Deception varies across individuals and social contexts. The present research explored how individual difference measured by social value orientations, and situations, affect deception in moral hypocrisy. In two experiments, participants made allocations between themselves and recipients with an opportunity to deceive recipients where recipients cannot reject their allocations. Experiment 1 demonstrated that proselfs were more deceptive and hypocritical than prosocials by lying to be apparently fair, especially when deception was unrevealed. Experiment 2 showed that proselfs were more concerned about social image in deception in moral hypocrisy than prosocials were. They decreased apparent fairness when deception was revealed and evaluated by a third-party reviewer and increased it when deception was evaluated but unrevealed. These results show that prosocials and proselfs differed in pursuing deception and moral hypocrisy social goals and provide implications for decreasing deception and moral hypocrisy.