A Touch of Evil: Harmfulness Alters Sensory Characteristics

Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA
Across 3 studies, we demonstrate that perceived potential harm influences sensory judgment. Participants told animals are dangerous rate sensory properties (beauty, softness) lower. These effects extend to actual sensory judgment of products derived from these animals, such that fur products derived from harmful animals feel less pleasant.
[ to cite ]:
Aner Tal and Brian Wansink (2013) ,"A Touch of Evil: Harmfulness Alters Sensory Characteristics", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.