Washing Away the Past With Cleaning Products: of Dirty Mouths, Dirty Hands, and Post-Decisional Dissonance

Spike W.S. Lee, University of Michigan, USA
Norbert Schwarz , University of Michigan, USA
Moral transgressions increase the appeal of products that cleanse the specifically tainted body part, such that mouthwash is more attractive after orally lying, whereas hand sanitizer is preferred after lying via email. Going beyond this moral-physical purity link, washing one’s hands after making a choice also eliminates post-decisional dissonance effects.
[ to cite ]:
Spike W.S. Lee and Norbert Schwarz (2011) ,"Washing Away the Past With Cleaning Products: of Dirty Mouths, Dirty Hands, and Post-Decisional Dissonance", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.