Unwanted Objects and Situations: Experiencing Disgust in Consumption Contexts

A. Selin Atalay, HEC Paris, France
Melea Press, University of Wyoming, USA
Current research explores how consumers experience disgust. Three elicitors of disgust emerge: core, socio-moral and inconvenience. Core and socio-moral disgust elicitors have been previously identified in the literature while the inconvenience disgust elicitor is discovered in this study. In four studies, the consumers’ perception of and responses to disgust is discussed. Study 1 is an exploratory study to understand what induces disgust. Study 2 looks at the other emotions correlated with disgust. Study 3 focuses on the action tendencies of disgust, and study 4 replicates the findings with a different population and focuses on disgust in a consumption context.
[ to cite ]:
A. Selin Atalay and Melea Press (2010) ,"Unwanted Objects and Situations: Experiencing Disgust in Consumption Contexts", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 752-754 .