Contagion heuristic
Encyclopedia
The contagion heuristic is a psychological heuristic
leading people to avoid contact with people or objects viewed as "contaminated" by previous contact with someone or something viewed as bad—or, less often, to seek contact with objects that have been in contact with people or things considered good. For example, we tend to view food that has touched the ground as contaminated by the ground, and therefore unfit to eat, or we view a person who has touched a diseased person as likely to carry the disease (regardless of the actual contagiousness of the disease).
The contagion heuristic includes "magical thinking", such as viewing a sweater worn by Adolf Hitler
as bearing his negative essence and capable of transmitting it to another wearer. The perception of essence-transfer extends to ritual
s to purify items viewed as spiritually contaminated, such as having Mother Teresa
wear Hitler's sweater to counteract his essence.
Heuristic
Heuristic refers to experience-based techniques for problem solving, learning, and discovery. Heuristic methods are used to speed up the process of finding a satisfactory solution, where an exhaustive search is impractical...
leading people to avoid contact with people or objects viewed as "contaminated" by previous contact with someone or something viewed as bad—or, less often, to seek contact with objects that have been in contact with people or things considered good. For example, we tend to view food that has touched the ground as contaminated by the ground, and therefore unfit to eat, or we view a person who has touched a diseased person as likely to carry the disease (regardless of the actual contagiousness of the disease).
The contagion heuristic includes "magical thinking", such as viewing a sweater worn by Adolf Hitler
Adolf Hitler
Adolf Hitler was an Austrian-born German politician and the leader of the National Socialist German Workers Party , commonly referred to as the Nazi Party). He was Chancellor of Germany from 1933 to 1945, and head of state from 1934 to 1945...
as bearing his negative essence and capable of transmitting it to another wearer. The perception of essence-transfer extends to ritual
Ritual
A ritual is a set of actions, performed mainly for their symbolic value. It may be prescribed by a religion or by the traditions of a community. The term usually excludes actions which are arbitrarily chosen by the performers....
s to purify items viewed as spiritually contaminated, such as having Mother Teresa
Mother Teresa
Mother Teresa , born Agnes Gonxha Bojaxhiu , was a Roman Catholic nun of Albanian ethnicity and Indian citizenship, who founded the Missionaries of Charity in Calcutta, India, in 1950...
wear Hitler's sweater to counteract his essence.