Consumer contamination: How consumers react to products touched by others

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

Research output: Contribution to journalArticle

148 Citations (Scopus)

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 2006

Fingerprint

Contamination
Shopping
Consumer products
Disgust

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Consumer contamination : How consumers react to products touched by others. / Argo, Jennifer J.; Dahl, Darren W.; Ketcham, Andrea.

In: Journal of Marketing, Vol. 70, No. 2, 04.2006, p. 81-84.

Research output: Contribution to journalArticle

Argo, Jennifer J. ; Dahl, Darren W. ; Ketcham, Andrea. / Consumer contamination : How consumers react to products touched by others. In: Journal of Marketing. 2006 ; Vol. 70, No. 2. pp. 81-84.
@article{c4f2015af60f4816bd9f0b370c8f9ded,
title = "Consumer contamination: How consumers react to products touched by others",
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.",
author = "Argo, {Jennifer J.} and Dahl, {Darren W.} and Andrea Ketcham",
year = "2006",
month = "4",
doi = "10.1509/jmkg.70.2.81",
language = "English (US)",
volume = "70",
pages = "81--84",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "American Marketing Association",
number = "2",

}

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

Y1 - 2006/4

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 - Article

AN - SCOPUS:33646399770

VL - 70

SP - 81

EP - 84

JO - Journal of Marketing

JF - Journal of Marketing

SN - 0022-2429

IS - 2

ER -