ABSTRACT
A stigma is a negative feature that typically pervades and dominates an otherwise acceptable entity. The idea, described by Goffman (1963) as a spoiled identity, is usually applied in the interpersonal domain, but this basic "contaminating" feature can also be observed in the domains of eating (Rozin, Millman, & Nemeroff, 1986) and technology (Gregory, Slovic, & Flynn, 1996). Thus, exposure to high voltage lines seems to wipe out all of their great contributions to the convenient life of late 20th century America, the possibility of a leak of radioactivity seems to more than neutralize the great energy benefits of nuclear power, and a small amount of fat is felt to spoil the delight of a desirable food. I propose to explore the psychology of this type of stigmatization, based on the psychological concept of contagion or contamination. I believe we can learn something about technological stigma by studying how people think about food and food safety. There are reasons to think this might be a profitable line of thought.
