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Research Article

The Bitter Truth about Morality: Virtue, Not Vice, Makes a Bland Beverage Taste Nice

  • Kendall J. Eskine mail,

    kjeskine@loyno.edu

    Affiliation: Department of Psychological Sciences, Loyola University, New Orleans, Louisiana, United States of America

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  • Natalie A. Kacinik,

    Affiliation: Department of Psychology, The Graduate Center and Brooklyn College of the City University of New York, New York, New York, United States of America

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  • Gregory D. Webster

    Affiliation: Department of Psychology, University of Florida, Gainesville, Florida, United States of America

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  • Published: July 18, 2012
  • DOI: 10.1371/journal.pone.0041159

About the Authors

Kendall J. Eskine
Department of Psychological Sciences, Loyola University, New Orleans, Louisiana, United States of America
Natalie A. Kacinik
Department of Psychology, The Graduate Center and Brooklyn College of the City University of New York, New York, New York, United States of America
Gregory D. Webster
Department of Psychology, University of Florida, Gainesville, Florida, United States of America

Corresponding Author

Email: kjeskine@loyno.edu

Competing Interests

The authors have declared that no competing interests exist.

Author Contributions

Conceived and designed the experiments: KJE NAK. Performed the experiments: KJE. Analyzed the data: KJE GDW. Contributed reagents/materials/analysis tools: KJE NAK GDW. Wrote the paper: KJE NAK GDW.