Pathogen Fear and the Familiar

Motivated by theories of contagion and emotion, we demonstrate an asymmetric effect of pathogen presence on demand. Using CDC and Google FluTrends data, we estimate weekly pathogen density by state. We use this index alongside state-level retail scanner data to demonstrate differences in purchasing patterns for familiar and non-familiar products.


Chelsea Galoni, Gregory S. Carpenter, and Hayagreeva Rao (2017) ,"Pathogen Fear and the Familiar", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 605-606.


Chelsea Galoni, Northwestern University, USA
Gregory S. Carpenter, Northwestern University, USA
Hayagreeva Rao, Stanford University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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