ABSTRACT
This is a story about risk and stigma using blood as a case study. In many ways the recent events surrounding the contamination of the blood supply with the AIDS virus serve as an interesting example of the process of acquiring stigma. Recognizing that “stigma” is a mark of disgrace, and that “disgrace” is a fall from a position of honor, it is no wonder that stigma carries a negative connotation. However, stigmatization may be a very effective risk management strategy (Kunreuther & Slovic, 1997). The thesis explored through the story of blood’s fall from its position of honor, is that the stigmatization may be the public’s understanding of the risks associated with a product that has always been and will always be unsafe. This story has many aspects that are similar to other stigmatized products, but, as I hope this paper demonstrates, it also has many aspects that are unique.
