Looking for the cleanest possible way to increase charitable donations? Spray citrus-scented Windex. According to new research, “people are more likely to engage in moral behavior when they are in a clean-scented room,” says lead author Katie Liljenquist, an assistant professor of organizational leadership at Brigham Young University.

A few years ago Liljenquist and her coauthor discovered that moral “purity” is more than a metaphor. “When people recall an unethical behavior, they feel...


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