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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice

Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada

Read More

Featured

Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA

Read More

Featured

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

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.