The Infection of Bad Company: Stigma by Association

Stigma by association represents the process through which the companions of stigmatized persons are discredited. Conduits for stigma by association range from the strong and enduring bonds of kinship to the arbitrary occasions of being seen in the company of someone who is stigmatized. A theoretical model is proposed in which both deliberative and spontaneous processes result in the spread of stigma to the companions of stigmatized persons. Support for this model was found across 3 studies that examined how explicit and implicit stigma-relevant attitudes moderate stigma-by-association effects. When social relationships were meaningful (e.g., kinship), both explicit and implicit attitudes moderated the devaluation of stigmatized persons' companions. On the other hand, when social relationships appeared coincidental only implicit attitudes moderated companion devaluation.