You know I don't usually write
about political stuff, but this article really irritated me! I hate the way the whole
slant was to try to pit consumers against each other. I personally do not give
two (organic and locally-grown) figs as to what people choose to eat, but I
felt the need to write the following parody in order to illustrate just how
bad this “reporting” is. I used the same data from the study* to come
to this alternate (and equally ridiculous) conclusion.
Does Junk Food Make People
Morally Lax?
Jane Doe has encountered her
fair share of comfort food slobs, but a recent trip to a Des Moines diner left
her feeling like she’d stumbled onto the set of “My Name is Earl”.
“I stopped in at the diner, hoping to get a nourishing meal to sustain me for
the next leg of a cross-country road trip. When I had to visit the ladies’
room, I couldn’t help but notice the couple in the next stall loudly
copulating. Imagine my shock when I heard them laughing about their being
cousins! When I reported the incident to the manager, he said, as he munched on
a brownie, ‘Lady, you need to take a chill pill and get over yourself!’
Seriously I could not believe that he had no problem with this behavior, and I
couldn’t help but feel like I was in an episode of ‘My Name is Earl’ where junk
food and morally suspect attitudes were weekly staples.”
“There's a line of research
showing that when people transgress their own ethical codes, they feel the need
to grant others a degree of moral license that they might otherwise find
reprehensible,” says author Jack Smith, assistant professor of the department
of psychological sciences at Something University in Sometown, USA. “I've
noticed a lot of junk foods are marketed with morally indulgent terminology,
like Chocolate Decadence, and wondered if you exposed people to junk food, if
it would make them go easier on other folks for their moral and environmental
choices. I [also] wondered if they’d be more eager-to-please.”
To find out, Smith and his team
divided 60 people into three groups. One group was shown pictures of clearly
labeled organic food, like apples and spinach. Another group was shown comfort
foods such as brownies and cookies. And a third group--the controls--were shown
non-organic, non-comfort foods like rice, mustard and oatmeal. After viewing
the pictures, each person was then asked to read a series of vignettes
describing moral transgressions.
“One vignette was about second
cousins having sex,” says Smith. “Another was about a lawyer on the prowl in an
ER trying to get people to sue for their injuries. Then the groups made moral
judgments on a scale from one to seven.”
In another phase of the study,
the three groups were asked to volunteer for a (fictitious) study, with each
person writing down the amount of time--from zero to 30 minutes--that they
would be willing to volunteer. The results did not bode well for the “comfort
[junk] food” folks.
“We found that the comfort food
people were much more likely to give the moral transgressors a pass compared to
the control or organic food groups,” says Smith. “On a scale of 1 to 7, the
organic people were like 5.5 while the controls were about a 5 and the comfort
food people were like a 4.89.”
When it came to gratifying a
fictitious researcher, the junk food people also proved to be more
eager-to-please, volunteering 24 minutes as compared to 19 minutes (for
controls) and 13 minutes (for organic food folks). Perhaps the organic food
folks had gotten a short-term boost in their intelligence, realizing that
volunteering for a fictitious study was nonsensical. Perhaps the junk food
folks jumped at the chance to assuage their guilt in such a non-binding way.
“There’s something about being
exposed to junk food that made them feel worse about themselves,” says Smith,
“And that made them kind of morally lax, and eager to do some kind of [easy]
penance I guess.”
Why does eating worse make us
act worse? Smith says it probably has to do with what he calls, “moral
mitigation”.
“People may feel like they’ve
done something wrong,” he says. “They seek to mitigate their own guilty
feelings by judging other people’s transgressions more leniently, so that they
themselves seem less bad in comparison. It’s like when someone is eating a
cookie and they offer you one, but you politely decline, and they become more
and more aggressive with you, insisting that you eat the cookie, so they aren’t
alone in cheating on their diet.”
*A link to the abstract of the
study can be found here. I did not wish to pay the money to read the entire
study, so I used the figures as reported on MSNBC.