How inferred contagion biases dispositional judgments of others

Abstract

Drawing on recent evidence suggesting that beliefs about contagion underlie the market for celebrity-contaminated objects, the current work investigates how people can make biased dispositional judgments about consumers who own such objects. Results from four experiments indicate that when a consumer comes in contact with a celebrity-contaminated object and behaves in a manner that is inconsistent with the traits associated with that celebrity, people tend to make more extreme judgments of them. For instance, if the celebrity excels at a particular task, but the target who has come into contact with the celebrity-contaminated object performs poorly, people reflect more harshly on the target. This occurs because observers implicitly expect that a consumer will behave in a way that is consistent with the traits associated with the source of contamination. Consistent with the law of contagion, these expectations only emerge when contact occurs. Our findings suggest that owning celebrity-contaminated objects signals information about how one might behave in the future, which consequently has social implications for consumers who own such objects.