Interesting piece in the Times about the high prices collectors are willing to pay for items owned by famous people, in this case nearly $1,000,000 for a guitar formerly owned by Eric Clapton. The reason why? Celebrity contagion!

After conducting experiments and interviewing guitar players and collectors, they have just published papers analyzing “celebrity contagion” and “imitative magic,” not to mention “a dynamic cyclical model of fetishization appropriate to an age of mass-production.”

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Some bidders might rationalize their purchases as good investments, or as objects that are worth having just because they provide pleasant memories and mental associations of someone they admire. But those do not seem to be the chief reasons for buying celebrity memorabilia, according to a team of psychologists at Yale.

The researchers asked people how much they would like to buy objects that had been owned by different celebrities, including popular ones like George Clooney and pariahs like Saddam Hussein. People’s affection for the celebrity did not predict how much value they assigned to the memorabilia — apparently they were not buying it primarily for the pleasant associations.

Nor were they chiefly motivated by the prospect of a profit, as the researchers discovered when they tested people’s eagerness to acquire a celebrity possession that could not be resold. That restriction made people less interested in items owned by villains, but it did not seriously dampen their enthusiasm for relics from their idols.

The most important factor seemed to be the degree of “celebrity contagion.” The Yale team found that a sweater owned by a popular celebrity became more valuable to people if they learned it had actually been worn by their idol. But if the sweater had subsequently been cleaned and sterilized, it seemed less valuable to the fans, apparently because the celebrity’s essence had somehow been removed.

“Our results suggest that physical contact with a celebrity boosts the value of an object, so people will pay extra for a guitar that Eric Clapton played, or even held in his hands,” said Paul Bloom, who did the experiments at Yale along with George E. Newman and Gil Diesendruck.

Totally. I would never bid on a vial of tigerblood owned by Charlie Sheen that was sanitized. I want traces of Adonis DNA in that vial!