Stinkin’ Inconvenience! How Consumers Experience and Respond to Disgust

A. Selin Atalay, The Pennsylvania State University, USA
Melea Press, The Pennsylvania State University, USA
We explore how consumers deal with feelings of disgust in consumption situations. We look at the common elicitors of disgust, and discover two categories not previously documented in the literature: (1) ignorance, and (2) inconvenience, i.e. things that did not work out as planned, desired, or imagined. In Study 2 we use scenarios to look at responses to disgust in consumption situations, and in Study 3 we manipulate scenarios to see if reported responses in study 2 are how people actually behave.
[ to cite ]:
A. Selin Atalay and Melea Press (2007) ,"Stinkin’ Inconvenience! How Consumers Experience and Respond to Disgust", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 373-378.