Baylen Linnekin at Reason on the organic foodies and the rise of anti-social snobbery among them:
Eskine knows a thing or two about the links between thought, self, other, and eating. His body of research focuses on “how our everyday embodied experiences shape our cognitive architecture.”
His latest paper, “Wholesome Foods and Wholesome Morals? Organic Foods Reduce Prosocial Behavior and Harshen Moral Judgments,” looks at whether people exposed to organic food marketing are so self-satisfied that they are less likely to express empathy toward others.
Extrapolating from existing research on “moral licensing” that found a negative relationship between altruism and salient moral identity, Eskine theorized his research would reveal “that those exposed to organic foods would help less and make harsher moral judgments compared to those exposed to non-organic foods.”
Indeed Eskine’s latest research, published last week in the journal Social Psychological and Personality Science, pegs organic consumers as anti-social jerks. Or at least those are the sort of stark terms that the press has used to frame Eskine’s research.
And while at least some segment of organic consumers has been painted as pretentious and elitist since even before Dave Barry was cracking timely Windows 98 jokes, Eskine says that lumping his research in with such anti-organic digs misses his point.
“I’m not arguing that organic food itself is making people harsh judgers or non-altrustic,” he tells me by email. “What the data suggest is that mere exposure to organic labeling can be enough to lead people to affirm their moral identities, which in much past research can lead people to act unethically later.
