Contamination, association, or social communication: An examination of alternative accounts for contagion effects

Abstract

AbstractIndividuals avoid objects that have been in physical contact with morally offensive or disgusting entities. This has been called negative magical contagion, an implicit belief in the transmission of essence by physical contact. Alternatively, individuals may avoid a negatively contaminated object because: 1) the object is a strong reminder of the original contagion source (association account); or 2) the act of interacting with the object signals specific information about the self (social communication account). We report that: 1) people often prefer to interact with an entity that they believe is more associated with a negative source rather than an entity that is less associated but has made physical contact with the same negative source; 2) while an associative account requires that contact enhances association, a study of memory for visual pairings of objects indicates that when objects are touching, their associative link (recall) is no greater than when they are in proximity; and 3) subjects continue to show aversion to (prefer to wear gloves to handle) an object that contacted a negative entity even if they are handling the object in order to physically destroy it, hence strongly signaling their rejection of that object. Association and social communication are at best partial accounts for contagion effects.