Magical Contagion Beliefs and Fear of AIDS¹

Abstract

Extreme overreaction to nonrisky contact with persons with AIDS is considered to be a case of the operation of the sympathetic magical law of contagion . Prior work has shown that this principle (once in contact, always in contact) holds in the belief systems of American adults. In this paper, we show that four characteristics of this law correspond to the attitudes of college students toward AIDS: (a) actual physical contact is a critical factor in determining negative reactions, (b) even very brief contact is capable of transmitting substantial negative properties (dose insensitivity), (c) the effects of even brief contact are long lasting (permanence), and (d) the effects of contact can occur in a direction opposite to that of the normal causal arrow (backward contagion). We conclude that the magical law of contagion provides a useful way of formulating overconcern about the transmission of AIDS.