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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

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