When Objects Are Not Contagious: Distinguishing Between Essence, Contagion, and Authenticity

Chelsea Galoni, Northwestern University, USA
Brendan Strejcek, Northwestern University, USA
Kent Grayson, Northwestern University, USA
Predicated on the law of contagion and psychological essentialism, we demonstrate preliminary evidence that a source can only be contagious, thus able to transfer essence, if it is involved in a meaningful process with a target object.
[ to cite ]:
Chelsea Galoni, Brendan Strejcek, and Kent Grayson (2015) ,"When Objects Are Not Contagious: Distinguishing Between Essence, Contagion, and Authenticity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 785-785.