“…The noise of the crowd, at least when it derives from religious songs, chants and dramas, is experienced as a further affirmation of shared religious devotion and hence as non-intrusive (Shankar, Stephenson, Pandey, Tewari, Hopkins & Reicher, 2013). Indeed we even have evidence that noises attributed to the Mela, and hence seen as identity relevant, are encoded more richly and remembered better than identical noises attributed to non-identity relevant sources (Srinivasan, et al, 2013;Srinivasan, Tewari, Makwana, & Hopkins, 2015). Finally, as concerns the issue of proximity and the experience of disgust, we have evidence from elsewhere that bodily excreta (sweat in this case) are experienced as less disgusting when they emanate from an ingroup source (Reicher, Templeton, Neville, Ferrari & Drury, 2016) All in all, and across a series of modalities, we see that the identity relevance of stimuli -that is, precisely what they mean in relation to the self and whether they affirm or undermine the self, is critical to the way that they are encoded, evaluated and approached (or else avoided).…”