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

Andrea Ketcham, Gavan J. Fitzsimons

Research output: Contribution to journalArticle

125 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)272-283
Number of pages12
JournalJournal of Marketing Research
Issue number2
StatePublished - May 1 2007


ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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