Perceived transfer of negative qualities through contact
The contagion heuristic is a psychological heuristic which follows the law of contagion and the law of similarity, 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, people tend to view food that has touched the ground as contaminated by the ground, and therefore unfit to eat, or 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 can include "magical thinking", in which well-educated adults will think that touching an object transfers their qualities ("essence") to it: for example, a sweater worn by Adolf Hitler is thought to bear his negative essence and to be capable of transmitting it to another wearer. The perception of essence-transfer extends to rituals to purify items viewed as spiritually contaminated, such as having Mother Teresa wear Hitler's sweater to counteract his essence.[1]
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