TY - JOUR
T1 - Consumer contamination
T2 - How consumers react to products touched by others
AU - Argo, Jennifer J.
AU - Dahl, Darren W.
AU - Ketcham, Andrea
PY - 2006/4/1
Y1 - 2006/4/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33646399770&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33646399770&partnerID=8YFLogxK
U2 - 10.1509/jmkg.70.2.81
DO - 10.1509/jmkg.70.2.81
M3 - Review article
AN - SCOPUS:33646399770
SN - 0022-2429
VL - 70
SP - 81
EP - 84
JO - Journal of Marketing
JF - Journal of Marketing
IS - 2
ER -