Science is supposed to be objective, value neutral, a noble pursuit of truth – whatever that may turn out to be. In recent years though, some science skeptics have sought to associate objectivity with amorality - and meanwhile, a few well-publicized academic frauds and political battles over funding have revealed that researchers are just as capable at deception as anyone else. Despite these setbacks, research at the University of California Santa Barbara reveals that people do indeed carry deep and positive associations with the scientific method. Piercarlo Valdesolo wrote about the experiments for Scientific American.