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For millennia, sages have proclaimed how outer beauty reflects inner goodness. While we may no longer openly claim that, beauty-is-good still holds sway unconsciously; attractive people are judged to be more honest, intelligent, and competent; are more likely to be elected or hired, and with higher salaries; are less likely to be convicted of crimes, then getting shorter sentences. Jeez, can’t the brain distinguish beauty from goodness? Not especially. In three different studies, subjects in brain scanners alternated between rating the beauty of something (e.g., faces) or the goodness of some behavior. Both types of assessments activated the same region (the orbitofrontal cortex, or OFC); the more beautiful or good, the more OFC activation (and the less insula activation). It’s as if irrelevant emotions about beauty gum up cerebral contemplation of the scales of justice. Which was shown in another study—moral judgments were no longer colored by aesthetics after temporary inhibition of a part of the PFC that funnels information about emotions into the frontal cortex.[*] “Interesting,” the subject is told. “Last week, you sent that other person to prison for life. But just now, when looking at this other person who had done the same thing, you voted for them for Congress—how come?” And the answer isn’t “Murder is definitely bad, but OMG, those eyes are like deep, limpid pools.” Where did the intent behind the decision come from? The fact that the brain hasn’t had enough time yet to evolve separate circuits for evaluating morality and aesthetics.[6] Next, want to make someone more likely to choose to clean their hands? Have them describe something crummy and unethical they’ve done. Afterward, they’re more likely to wash their hands or reach for hand sanitizer than if they’d been recounting something ethically neutral they’d done. Subjects instructed to lie about something rate cleansing (but not noncleansing) products as more desirable than do those instructed to be honest. Another study showed remarkable somatic specificity, where lying orally (via voice mail) increased the desire for mouthwash, while lying by hand (via email) made hand sanitizers more desirable. One neuroimaging study showed that when lying by voice mail boosts preference for mouthwash, a different part of the sensory cortex activates than when lying by email boosts the appeal of hand sanitizers. Neurons believing, literally, that your mouth or hand, respectively, is dirty.
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Robert M. Sapolsky (Determined: A Science of Life without Free Will)