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

Publication ,  Journal Article
Morales, AC; Fitzsimons, GJ
Published in: Journal of Marketing Research
January 1, 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. © 2007, American Marketing Association.

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Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2007

Volume

44

Issue

2

Start / End Page

272 / 283

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

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Morales, A. C., & Fitzsimons, G. J. (2007). Product contagion: Changing consumer evaluations through physical contact with "disgusting" products. Journal of Marketing Research, 44(2), 272–283. https://doi.org/10.1509/jmkr.44.2.272
Morales, A. C., and G. J. Fitzsimons. “Product contagion: Changing consumer evaluations through physical contact with "disgusting" products.” Journal of Marketing Research 44, no. 2 (January 1, 2007): 272–83. https://doi.org/10.1509/jmkr.44.2.272.
Morales AC, Fitzsimons GJ. Product contagion: Changing consumer evaluations through physical contact with "disgusting" products. Journal of Marketing Research. 2007 Jan 1;44(2):272–83.
Morales, A. C., and G. J. Fitzsimons. “Product contagion: Changing consumer evaluations through physical contact with "disgusting" products.” Journal of Marketing Research, vol. 44, no. 2, Jan. 2007, pp. 272–83. Scopus, doi:10.1509/jmkr.44.2.272.
Morales AC, Fitzsimons GJ. Product contagion: Changing consumer evaluations through physical contact with "disgusting" products. Journal of Marketing Research. 2007 Jan 1;44(2):272–283.

Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2007

Volume

44

Issue

2

Start / End Page

272 / 283

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing