How Disgust Builds Social Bonds

Eugenia Wu, University of Pittsburgh, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA
Tanya Chartrand, Duke University, USA
Though disgust is linked to a strong distancing reaction, we find that shared feelings of disgust can build social connections between consumers. In four studies, we show that although disgusted consumers do not seek affiliation with others, shared feelings of disgust lead to increased feelings of similarity and closeness nonetheless.
[ to cite ]:
Eugenia Wu, Andrea Morales, Gavan Fitzsimons, and Tanya Chartrand (2014) ,"How Disgust Builds Social Bonds", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 225-229.