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Disgust rejections have been shown to follow two laws of sympathetic magic, which were first proposed by Tylor (1871/1974), Frazer (1890/1959), and Mauss (1902/1972). The law of contagion, "once in contact, always in contact," refers to the tendency to act as if brief contact causes a permanent transfer of properties from one object to another, even when there is no material substance transferred. Some people, for example, report that they would not drink from a glass that once held dog feces no matter how many times the glass is scrubbed and sterilized (Rozin, Millman & Nemeroff, 1986; Rozin & Nemeroff, 1990). The second law, the law of similarity, holds that "the image equals the object." For example, a piece of chocolate fudge becomes far less desirable when it is shaped like a piece of dog feces (Rozin et al., 1986). |
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