Join Paul Rozin, a psychology professor, Val Curtis, a disgustologist, and economist Sandro Ambuehl as they dive into the fascinating world of disgust. They discuss how this powerful emotion evolved to protect us but may also hinder progress in areas like health and the environment. The trio explores cultural attitudes toward eating insects as a sustainable protein source, the dual nature of disgust as both a deterrent and motivator, and the groundbreaking hand hygiene campaign in Ghana that leveraged disgust to promote better practices.
Disgust, while an evolved protective response, can hinder societal advancements in areas like environmental sustainability and health.
Effective public health campaigns can utilize the emotion of disgust to change behaviors, such as increasing hand hygiene practices.
Deep dives
The Nature of Disgust
Disgust is a universal emotion, yet it varies significantly among individuals and cultures. It often stems from an evolutionary perspective meant to protect humans from potential harm, such as pathogens found in decaying matter. Certain categories, such as hygiene, animals, and food, trigger disgust responses universally, while others remain subjective, fluctuating based on personal experiences or cultural norms. For example, while fecal matter universally evokes disgust, perceptions of eating certain animals differ across cultures, highlighting how disgust can be both a safety mechanism and a culturally influenced reaction.
Disgust's Malleability and Effects on Perception
Disgust is not a fixed emotion; it can shift depending on context and personal motives. Hunger can reduce one's disgust threshold, making them more likely to eat something they would typically avoid, such as moldy bread under extreme circumstances. Similarly, people can become accustomed to previously disgusting stimuli through repeated exposure, leading to desensitization. This malleability of disgust means that understanding its nature can provide insight into behavior, allowing societies to effectively tackle issues like hygiene or food consumption.
Harnessing Disgust to Promote Positive Behavior
Disgust can be strategically leveraged to promote positive behaviors, such as improving hand hygiene or dietary shifts. For example, a successful handwashing campaign in Ghana utilized disgust by illustrating the connection between unwashed hands and contaminated food, showing the potential harm to children. This approach effectively doubled handwashing rates, demonstrating how making people aware of the disgust associated with certain behaviors can lead to healthier practices. By pairing disgust with compelling messages, public health initiatives can succeed in altering harmful behaviors.
The Challenge of Accepting Insects as Food
The consumption of insects presents a unique challenge due to ingrained disgust perceptions, despite their sustainability and nutritional benefits. While many cultures already incorporate insects into their diets, widespread acceptance is hampered by negative associations with consuming creatures often viewed as pests. Strategies such as disguising insects in familiar foods or emphasizing their benefits can help bridge the gap in perception. Ultimately, changing attitudes towards insects requires a combination of normalization through exposure and creative presentation to counteract the existing disgust.
It’s a powerful biological response that has preserved our species for millennia. But now it may be keeping us from pursuing strategies that would improve the environment, the economy, even our own health. So is it time to dial down our disgust reflex? You can help fix things — as Stephen Dubner does in this 2021 episode — by chowing down on some delicious insects.
SOURCES:
Paul Rozin, professor of psychology at the University of Pennsylvania.
Val Curtis, late disgustologist at the London School of Hygiene and Tropical Medicine.