Yuck! Feelings of Disgust, Self-Threats and Compensatory Behaviors.

Consumers frequently encounter disgusting images. We examine how physical and moral disgust differentially affect consumers’ identity and compensatory consumption. We show that physical disgust decreases consumers’ sense of power, which prompts them to consume conspicuous goods. In contrast, moral disgust decreases consumers’ self-esteem, causing them to act prosocially.


Elena Fumagalli and L.J. Shrum (2017) ,"Yuck! Feelings of Disgust, Self-Threats and Compensatory Behaviors.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1074-1074.


Elena Fumagalli, HEC Paris, France
L.J. Shrum, HEC Paris, France


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


8-A: Attenuating Money Illusion? How Personalization Affects the Consideration of Inflation in the Consumers’ Financial Planning

Henning Cordes, University of Muenster, Germany
Carsten Erner, University of Muenster, Germany, and University of California Los Angeles, USA
Thomas Langer, University of Muenster, Germany

Read More


Unpacking Self-Control: When More Categories Lead to Lower Calorie Budgets

Miaolei (Liam) Jia, National University of Singapore, Singapore
Aradhna Krishna, University of Michigan, USA
Xiuping Li, National University of Singapore, Singapore

Read More


Stigmatized Risk Factors in Health Messages: The Defensive Influence of Moral Identity

Chethana Achar, University of Washington, USA
Lea Dunn, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.