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- Body odors (even when masked) make you more emotional: behavioral and neural insightsPublication . Cecchetto, Cinzia; Lancini, Elisa; Bueti, Domenica; Rumiati, Raffaella Ida; Parma, ValentinaMorality evolved within specific social contexts that are argued to shape moral choices. In turn, moral choices are hypothesized to be affected by body odors as they powerfully convey socially-relevant information. We thus investigated the neural underpinnings of the possible body odors effect on the participants' decisions. In an fMRI study we presented to healthy individuals 64 moral dilemmas divided in incongruent (real) and congruent (fake) moral dilemmas, using different types of harm (intentional: instrumental dilemmas, or inadvertent: accidental dilemmas). Participants were required to choose deontological or utilitarian actions under the exposure to a neutral fragrance (masker) or body odors concealed by the same masker (masked body odor). Smelling the masked body odor while processing incongruent (not congruent) dilemmas activates the supramarginal gyrus, consistent with an increase in prosocial attitude. When processing accidental (not instrumental) dilemmas, smelling the masked body odor activates the angular gyrus, an area associated with the processing of people's presence, supporting the hypothesis that body odors enhance the saliency of the social context in moral scenarios. These results suggest that masked body odors can influence moral choices by increasing the emotional experience during the decision process, and further explain how sensory unconscious biases affect human behavior.
- Women smelling men's masked body odors show enhanced harm aversion in moral dilemmasPublication . Cecchetto, Cinzia; Lancinni, Elisa; Rumiati, Raffaella Ida; Parma, ValentinaAmong the most unnoticeable stimuli providing social information, body odors are powerful social tools that can modulate behavioral and neural processing. It has recently been shown that body odors can affect moral decision-making, by increasing the activations in neural areas processing social and emotional information during the decision process. The aim of the present study was twofold: 1) to test whether body odors selectively affect decisions to real dilemmatic moral scenario (incongruent) vs. fake (congruent) dilemmas, and 2) to characterize whether the impact of masked body odors is modulated by four conceptual factors: personal force, intentionality, benefit recipient and evitability. Women chose between utilitarian (sacrificing a person's life in order to save other lives) or deontological actions (deciding against the harmful action) in 64 moral dilemmas under the exposure of a neutral fragrance (masker) or a masked male body odor. Our results showed that the masked male body odor did not specifically affect the answers to real and fake dilemmas but instead, its effect is modulating whether the agent harms the victim in a direct or indirect manner (personal force) to save herself or only other people (benefit recipient). In particular, when exposed to the masked body odor participants gave more deontological answers when the harm was indirect and only other people were saved. These data support the hypothesis that body odors induce participants to perceive the individuals described in moral dilemmas as more real, triggering harm avoidance.