The Effect of Incidental Disgust on the Evaluation of Purity-Related Products

Recent research suggests that the emotion of disgust moralizes protecting the purity of the body and soul. The current research investigates whether such moralization of purity can positively influence the evaluation of purity-related products. We propose that incidental disgust can have carry-over effects, where consumers who feel disgust perceive purity-related products to be attractive. In two studies, we find that participants who feel disgust (versus neutral emotions) exhibit higher willingness-to-pay price and more positive evaluations of purity-related products (study 1) and that this effect only pertains to feelings of disgust, not to other negative emotions, such as sadness (study 2).


Kiwan Park, Jerry Jisang Han, Joonkyung Kim, and Sukhyun Kim (2011) ,"The Effect of Incidental Disgust on the Evaluation of Purity-Related Products", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 255-256.


Kiwan Park, Seoul National University, USA
Jerry Jisang Han, Seoul National University, USA
Joonkyung Kim, Seoul National University, USA
Sukhyun Kim, Seoul National University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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