The Experience Impinging Effect: How Contagion Affects Consumer Choice in Sharing-Based Consumption

Prior research documents a contagion effect in purchase evaluations, wherein consumers devalue products touched by others. Examining sharing-based consumptions, we find the effect prevails even when all options are previously touched. This effect, however, is driven by fear of psychological impinging of one’s consumption experience (rather than purely physical contamination).


Tu Tu, Huifang Mao, and Xiaojing Yang (2021) ,"The Experience Impinging Effect: How Contagion Affects Consumer Choice in Sharing-Based Consumption", 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: 368-369.


Tu Tu, Iowa State University
Huifang Mao, Iowa State University
Xiaojing Yang, University of South Carolina


NA - Advances in Consumer Research Volume 49 | 2021

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