The impact of transgressing disgust-related norms in different social contexts

Disgust helps navigating through an environment by avoiding potential threats. Some of these threats can be posed by other individuals, which makes disgust an important mechanism in a social context. Here, we explored how violating disgust norms influences perception of norm-transgressors. In Study 1 (N = 331), we investigated the perceived attractiveness of an individual eliciting disgust, as well as willingness to befriend them, and consider them as a potential mate. We found that disgust norms transgressors are perceived as less attractive, evoke less sexual desire, and are considered as a potential friend to a smaller degree. Study 2 (N = 367) showed sex differences in perceiving transgressors' attractiveness, with females transgressing disgust norms considered more attractive than males who made the same transgressions. Furthermore, male transgressors elicited greater disgust than female ones. We conclude that transgressing disgust norms might lead to severe social costs, such as potential exclusion from relationships and a decreased mate value, and that it might be more detrimental to men than women.