Contagious Disease Threat Can Reduce Healthy Behaviors

Consumers are often under contagious disease threat. Although healthy behaviors prevent the risk of many diseases, we show that, ironically, the threat of a contagious disease reduces engagement in healthy behaviors. We propose this happens because the risk associated with getting a contagious disease makes other health-related risks less salient.


Felipe M. Affonso, Juliano Laran, and Chris Janiszewski (2021) ,"Contagious Disease Threat Can Reduce Healthy Behaviors", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 916-916.


Felipe M. Affonso, University of Florida
Juliano Laran, University of Basel
Chris Janiszewski, University of Florida


NA - Advances in Consumer Research Volume 49 | 2021

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