Across many different cultures in the world, the purity of the human body seems to be associated with morality. For example, in East Asia, people tend to care a lot about their "face", or the public image of one's self. Assistance Professor Spike W.S. Lee and colleagues conducted comprehensive research on the cultural and psychological phenomenon. In one of their experiments, the participants were asked to recall their immoral behavior. Lee and colleagues discovered that people with a Western background find hand-cleaning more effective in reducing their guilt and regret, while people with an East Asian background prefer face-cleaning. In this Scientists Q&A Interview, Assistant Professor Lee explains what the "face culture" is and why it is important to understand such cultural phenomena.
READ INTERVIEW >>