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

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