Visceral Vigor: the Effects of Disgust on Goal Pursuit

Sachin Banker, MIT, USA
Josh Ackerman, MIT, USA
Visceral states such as hunger, thirst, and sexual arousal have commonly been shown to induce impulsive behaviors; we consider whether visceral states can instead result in long-term goal directed behavior. We present evidence that suggests induced disgust states promote the pursuit of previously active goals.
[ to cite ]:
Sachin Banker and Josh Ackerman (2012) ,"Visceral Vigor: the Effects of Disgust on Goal Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.