“That Is Bloody Revolting!”

An experiment explored the hypothesis that inhibitory ability helps people stop themselves from engaging in socially inappropriate behavior. All participants completed a Stroop color-naming task, after which half of the participants were asked to remember an eight-digit number (inducing divided attention). Participants were then offered an unfamiliar and visually unappetizing food product (a chicken foot) under conditions of either low or high social pressure to pretend that it was appealing. Participants who had full attention available and were under pressure to pretend the food was appealing were least likely to emit a negative response, and performance on the Stroop task predicted the degree to which they successfully restrained negative responses. These results suggest that the cognitive ability to inhibit unwanted information facilitates socially appropriate behavior.