Law of Contagion
The psychological law of contagion describes a belief that contact transfers an essence or quality from one person or object to another. Food, clothing, or possessions may serve as intermediaries; the belief can involve physical, mental, or moral qualities.
THE IDEA
A Framework for Discussing the Law of Contagion
This framework describes beliefs about essence transfer, not evidence that character or skill physically passes between objects. One object, usually of an animate nature, is a source; a second object, usually human, is a target or recipient. The law of contagion holds that physical contact between source and target results in the transfer of some effect or quality, which we call essence, from source to target. The source and target may mutually influence each other (exchange essence). The qualities exchanged may be physical, mental, or moral in nature, and negative or positive in valence. The contact between source and target may be direct, or may be mediated by a third object, or vehicle, that makes simultaneous or successive contact with both source and target. Common vehicles are food, clothing, and other possessions.
When to use it
In consumer research, examining why an object personally used by a celebrity may appeal more than an otherwise identical object.
In interpersonal relationships, examining why an object’s association with someone affects willingness to use it.
In cultural analysis, exploring beliefs about contact with symbolic objects without assuming that the described transfer occurs.
Distinguishing beliefs about symbolic essence from evidence about a product’s physical properties or effects.
FROM THEORY TO EVERYDAY LIFE
In practice
Aversion to Worn Clothing
A person refuses to wear a sweater owned by someone they dislike because they believe that the owner's negative essence (e.g., bad character or ill will) will transfer to them through physical contact.
Celebrity Kitchenware
A chef believes that cooking with a pan previously used by a famous chef will impart that chef's skill and positive essence to the food, making it taste better.
A MOMENT TO REFLECT
Put it to work.
Can you recall a time when you avoided using an object because of its previous owner's reputation or actions?
How might the law of contagion explain why people are reluctant to eat food that has touched a plate used by someone they dislike?
In what ways might the law of contagion influence consumer behavior, such as the preference for products endorsed by celebrities or associated with positive experiences?
CONTINUE THE CONVERSATION
Source texts
- Heuristics and Biases The Psychology of Intuitive Judgment (Thomas Gilovich, Dale Griffin, Daniel Kahneman)