Operation of the laws of sympathetic magic in disgust and other domains.

Two laws of sympathetic magic were described by Frazer and Mauss at the beginning of this century to account for magical belief systems in traditional cultures. In this study, we show that these laws fit well with a variety of behaviors in American culture, in responses to disgusting, dangerous, or valued objects. The first law, contagion, holds that "once in contact, always in contact." That is, there can be a permanent transfer of properties from one object (usually animate) to another by brief contact. For example, in this study we show that drinks that have briefly contacted a sterilized, dead cockroach become undesirable, or that laundered shirts previously worn by a disliked person are less desirable than those previously worn by a liked or neutral person. The second law, similarity, holds that "the image equals the object," and that action taken on an object affects similar objects. In this study, we demonstrate this law by showing, for example, that people reject acceptable foods (e.g., fudge) shaped into a form that represents a disgusting object (dog feces), or that people are less accurate at throwing darts at pictures of the faces of people they like. With these and other measures, we found a great deal of evidence for the operation of the laws of sympathetic magic in all 50 of the subjects we studied. The laws of sympathetic magic correspond to the two basic laws of association (contiguity and similarity}. We discuss the parallel and report a disgust conditioning study to develop this parallel.