The Role of Imagination in Consumer Contamination

Jessica Gerard, University of Grenoble, France
Jennifer Argo, University of Alberta, Canada
The present research focuses on consumer contamination and aims to determine which form of touch is more detrimental to responses towards the product (actual vs. imagined touch) and to demonstrate the role of mental imagery as an underlying mechanism for our effects.
[ to cite ]:
Jessica Gerard and Jennifer Argo (2013) ,"The Role of Imagination in Consumer Contamination ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.