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Amending the Law of Contagion: A General Theory of Property Transference

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  • Andrea C. Morales
  • Darren W. Dahl
  • Jennifer J. Argo

Abstract

Previous research has demonstrated two key ways in which the original conceptualization of the law of contagion fails to account for numerous empirical findings: (1) contact is not the only way for the transference of properties to occur, and (2) even when contact does occur, it does not always lead to contagion. To better explain the myriad of contagion-based effects that have been shown to exist, we propose a more general theory of property transference where physical contact is neither a necessary nor a sufficient condition for contagion to arise. Specifically, we propose two amendments to the law of contagion that help account for cases where contact does not lead to contagion, as well as cases where other (nonphysical) forms of connection do. In addition, we identify key research questions that tap into this revised conceptualization to seed a number of future research directions in this important domain.

Suggested Citation

  • Andrea C. Morales & Darren W. Dahl & Jennifer J. Argo, 2018. "Amending the Law of Contagion: A General Theory of Property Transference," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(4), pages 555-565.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698907
    DOI: 10.1086/698907
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    Cited by:

    1. Patricia Baudier & Galina Kondrateva & Chantal Ammi & Victor Chang & Francesco Schiavone, 2021. "Patients’ perceptions of teleconsultation during COVID-19: a cross-national study," Post-Print hal-03052149, HAL.
    2. repec:cup:judgdm:v:13:y:2018:i:5:p:441-450 is not listed on IDEAS
    3. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal & Chang, Victor & Schiavone, Francesco, 2021. "Patients’ perceptions of teleconsultation during COVID-19: A cross-national study," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    4. Ardelet, Caroline & Fleck, Nathalie & Grobert, Julien, 2022. "When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Melissa Monika Wagner & Tincuta Heinzel, 2020. "Human Perceptions of Recycled Textiles and Circular Fashion: A Systematic Literature Review," Sustainability, MDPI, vol. 12(24), pages 1-28, December.
    6. Gupta, Shipra & Coskun, Merve, 2021. "The influence of human crowding and store messiness on consumer purchase intention– the role of contamination and scarcity perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Paul Rozin & Christopher Dunn & Natalie Fedotova, 2018. "Reversing the causal arrow: Incidence and properties of negative backward magical contagion in Americans," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 13(5), pages 441-450, September.
    8. Lu, Irene R.R. & Kwan, Ernest, 2023. "An investigation of two remedial measures for retailers to address the impact of disease threat on sustainable consumption: A moderated moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Larissa Diekmann & Claas Christian Germelmann, 2021. "Leftover Consumption as a Means of Food Waste Reduction in Public Space? Qualitative Insights from Online Discussions," Sustainability, MDPI, vol. 13(24), pages 1-30, December.

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