Consumer contamination: How consumers react to products touched by others

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Journal Article

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Published In:

Journal of Marketing




Jennifer J. Argo
Darren W. Dahl
Andrea C. Morales

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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.