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Consumer contamination: How consumers react to products touched by others
Argo, Jennifer J., Darren W. Dahl, and Andrea C. Morales. 2006. “Consumer contamination: How consumers react to products touched by others.” Journal of Marketing 70 (2): 81–94. https://www.jstor.org/stable/30162087.
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.
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