Product Contagion: Changing Consumer Evaluations through Physical Contact with “Disgusting” Products

Andrea C. Morales; Gavan J. Fitzsimons

doi:10.1509/jmkr.44.2.272

Product Contagion: Changing Consumer Evaluations through Physical Contact with “Disgusting” Products

Andrea C. Morales¹; Gavan J. Fitzsimons²

¹ Assistant Professor of Marketing, W.P. Carey School of Business, Arizona State University · ² Professor of Marketing and Psychology, Fuqua School of Business, Duke University

Journal of Marketing Research 2007

This research demonstrates the strong influence of disgust in a consumer context. Specifically, it shows how consumer evaluations may change in response to physical contact with products that elicit only moderate levels of disgust. Using evidence from six studies, the authors develop a theory of product contagion, in which disgusting products are believed to transfer offensive properties through physical contact to other products they touch, thus influencing evaluations.

DOI: 10.1509/jmkr.44.2.272
Volume: 44 (2)
Pages: 272-283
Language: en
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Sources: crossref