When Disgust Puts You Down: the Effect of Disgust Exposure on Consumers’ Identity and Compensatory Consumption

Elena Fumagalli, HEC Paris
L. J. Shrum, HEC Paris
Disgust has been shown to produce diverse behavioral responses. We examine how different disgust typologies affect consumers’ identity and compensatory consumption. We find that all types of disgust reduce feelings of personal power, and that two types (core and moral) increase charitable giving.
[ to cite ]:
Elena Fumagalli and L. J. Shrum (2015) ,"When Disgust Puts You Down: the Effect of Disgust Exposure on Consumers’ Identity and Compensatory Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 785-785.