A Touch of Evil: Harmfulness Alters Sensory Characteristics
Across 3 studies, we demonstrate that perceived potential harm influences sensory judgment. Participants told animals are dangerous rate sensory properties (beauty, softness) lower. These effects extend to actual sensory judgment of products derived from these animals, such that fur products derived from harmful animals feel less pleasant.
Citation:
Aner Tal and Brian Wansink (2013) ,"A Touch of Evil: Harmfulness Alters Sensory Characteristics", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
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