Contamination without contact: An examination of intention-based contagion

Olga Stavrova, George E. Newman, Anna Kulemann and Detlef Fetchenhauer

Judgment and Decision Making, 2016, vol. 11, issue 6, 554-571

Abstract: Contagion refers to the belief that individuals or objects can acquire the essence of a particular source, such as a disgusting product or an immoral person, through physical contact. This paper documents beliefs in a "contact-free" form of contagion whereby an object is thought to inherit the essence of a person when it was designed, but never actually physically touched, by the individual. We refer to this phenomenon as contagion through creative intent or “intention-based contagion” and distinguish it from more traditional forms of contact-based contagion (Studies 1 and 2), as well as alternative mechanisms such as mere association (Studies 2 and 3a). We demonstrate that, like contact-based contagion, intention-based contagion results from beliefs in transferred essence (Study 1) and involves beliefs in transfer of actual properties (Study 4). However, unlike contact-based contagion, intention-based contagion does not appear to be as strongly related to the emotion of disgust (Study 1) and can influence evaluations in auditory as well as visual modalities (Studies 3a–3c).

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cup:judgdm:v:11:y:2016:i:6:p:554-571_3

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