Product contagion: Changing consumer evaluations through physical contact with "disgusting" products

Journal Article (Journal Article)

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. © 2007, American Marketing Association.

Full Text

Duke Authors

Cited Authors

  • Morales, AC; Fitzsimons, GJ

Published Date

  • January 1, 2007

Published In

Volume / Issue

  • 44 / 2

Start / End Page

  • 272 - 283

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmkr.44.2.272

Citation Source

  • Scopus