Disgust & Contamination Tagging
Disgust is a fast, sticky evaluation that transfers by contact and association; anything paired with a disgusting cue, even briefly, is valued less and avoided.
An everyday example
Shoppers rated a product lower after it merely touched a package of feminine hygiene products on the shelf.
What it can cost you
Discarding a sound option because of an irrelevant contamination cue, or being steered away from a competitor by engineered disgust.
Warning signs
- My objection is a feeling of 'ugh' I cannot attach to a fact.
- The aversion started after an image or story, not after the terms.
One thing to do
When aversion arrives with a physical 'ugh', ask what it touched. If the objection is contact or association rather than substance, discount it.
Is this happening to you right now?
Describe your situation and get a read across all six brains. No account needed.
Check my situationRelated
Not medical, legal or financial advice. How Decision IQ works
One decision idea a week
One useful idea. No daily drip, no pressure.