Magical contagion and AIDS risk perception in a college population

This study examined whether common reactions to AIDS are consistent with operation of the "magical law of contagion," a traditional belief that describes the transfer of properties, whether moral or physical, harmful or beneficial, through contact. Three features of magical contagion, explored in previous work, were re-examined. These features sometimes contrast with microbial contamination as described by modern germ theory. They are: permanence of effects; dose-insensitivity; and potential for effects to act backwards (i.e., from recipient back onto source). A fourth characteristic, previously unaddressed, was also explored: "moral-germ conflation," i.e., the tendency to incompletely distinguish illness from evil. Three hundred and ninety-nine college students completed a survey assessing each feature with regard to AIDS-related scenarios. Also assessed was general AIDS knowledge. Subjects were very well-informed about AIDS, yet a significant subset showed "magical" features of thinking. Consistent with moral-germ conflation, degree of worry about getting AIDS was better predicted by guilt than by risk behaviors and knowledge that they are risky. Implications are discussed.