Product Contagion: Changing Consumer Evaluations through Physical Contact with “Disgusting” Products

By Andrea C. Morales, Gavan J. Fitzsimons. 2007

316 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/43ddaafeb3f57dee66a3c5f604f9a44deb2676f2

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. Seunghee Han
2. Michel Tuan Pham
3. J. Lerner
4. Dacher Keltner
5. Eduardo B. Andrade
6. Joel B. Cohen
7. Brett A. S. Martin
8. Lauren G. Block

In Marketing

1. Michel Tuan Pham
2. J. Lerner
3. Karl Aquino
4. Joel B. Cohen
5. Bradley P. Owens
6. David R. Hekman
7. Lauren G. Block
8. Thomas Kramer

In Social Psychology

1. David R. Hekman
2. Bradley P. Owens
3. Annika Svedholm
4. Dacher Keltner
5. Seunghee Han
6. Michel Tuan Pham
7. J. Lerner
8. Joel B. Cohen

Citations in the corpus

• AN EXAMINATION OF WHETHER AND HOW RACIAL AND GENDER BIASES INFLUENCE CUSTOMER SATISFACTION (2010, methodology): “…shows that the evaluation of a product, service or brand is partly related to the evaluation of the persons who are associated with the product, service or brand (e.g., the person in an advertisement, the service provider)(Folkes & Patrick, 2003; Simonin & Ruth, 1998; Morales & Fitzsimons, 2007).”
• The effect of superstitious beliefs on performance expectations (2009, background): “For example, Argo et al. (2006; see also Morales and Fitzsimons 2007) recently published a provocative demonstration of irrationality in retail environments.”
• Feelings and Consumer Decision Making: The Appraisal-Tendency Framework (2007, background): “In related work focusing on the characteristics specific to disgust, Morales and Fitzsimons (2007) examined the effects of disgust on consumer product evaluation.”
• The Nature and Role of Affect in Consumer Behavior (2008, background): “Each type of aff ect will be discussed separately in relation to consumer judgment and decision making.”
• What's in a Term? Paranormal, Superstitious, Magical and Supernatural Beliefs by Any Other Name Would Mean the Same (2012, background): “…include the degree of reluctance to drink juice if a sterilized, dead cockroach has been dropped in it for 5 seconds (Rozin, Millman, & Nemeroff, 1986) and the evaluation of chocolate chip cookies depending on how closely they were placed to a pack of sanitary towels (Morales & Fitzsimons, 2007).”
• Uncertainty Increases the Reliance on Affect in Decisions (2017, unknown): “Based on previous research showing that incidental feelings of disgust can prompt avoidance of food products (Morales and Fitzsimons 2007; Rozin and Fallon 1987), a lower WTP for the fruit drink among participants induced to feel disgust (vs. control participants) is considered a demonstration of…”
• Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making (2008, background): “This research is one of the first to investigate the impact of irrational beliefs on consumer behavior in the marketplace (see also Morales and Fitzsimons 2007).”