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Influence of Contagious versus Noncontagious Product Groupings on Consumer Preferences

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  • Arul Mishra

Abstract

This article studies the influence of product groupings on consumer preferences. Specifically, it is proposed that when each product in two groups has an equal chance of a gain, consumers prefer to choose from a group that appears more contagious (e.g., products arranged close together, similarly, or symmetrically). However, when each product in two groups has an equal chance of a loss, consumers prefer to choose from a group that appears less contagious (e.g., products arranged apart, dissimilarly, or asymmetrically). Across three experiments, the effect is demonstrated, and contagion theory is used to explicate the underlying process. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Arul Mishra, 2009. "Influence of Contagious versus Noncontagious Product Groupings on Consumer Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 73-82, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:73-82
    DOI: 10.1086/595716
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    Cited by:

    1. Kramer, Thomas & Block, Lauren G., 2014. "Like Mike: Ability contagion through touched objects increases confidence and improves performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 215-228.
    2. Natalie O. Fedotova & Paul Rozin, 2018. "Contamination, association, or social communication: An examination of alternative accounts for contagion effects," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 13(2), pages 150-162, March.
    3. repec:cup:judgdm:v:13:y:2018:i:2:p:150-162 is not listed on IDEAS
    4. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    5. Yuli Zhang & Hyokjin Kwak & Marina Puzakova & Charles R. Taylor, 2021. "Space between products on display: the impact of interspace on consumer estimation of product size," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1109-1131, November.

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