Consumer contamination: How consumers react to products touched by others

Jennifer J. Argo, Darren W. Dahl, Andrea Ketcham

Research output: Contribution to journalReview article

159 Scopus citations

Abstract

Although consumers like to touch products while shopping, the authors propose a theory of consumer contamination, positing that consumers evaluate products previously touched by other shoppers less favorably. The authors test the theory by manipulating cues that increase the salience that consumer contact has occurred. Furthermore, the authors investigate the role of disgust as the underlying mechanism of the theory.

Original languageEnglish (US)
Pages (from-to)81-84
Number of pages4
JournalJournal of Marketing
Volume70
Issue number2
DOIs
StatePublished - Apr 1 2006

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ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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