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Catching (Up with) Magical Contagion: A Review of Contagion Effects in Consumer Contexts

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  • Julie Y. Huang
  • Joshua M. Ackerman
  • George E. Newman

Abstract

Over 20 years have passed since magical contagion was first introduced to psychology; we discuss how psychological and consumer behavior findings since then have deepened our understanding of this phenomenon. Recent research has shed light on the psychological mechanisms that underlie consumers’ contamination concerns (e.g., the behavioral immune system, disgust), confirming that people’s germ-related intuitions affect a wide variety of consumer judgments in areas that are only indirectly linked to disease-related threats (used products, [un]]familiar products, products contacting each other). Moreover, recent findings have also documented the ways that nonphysical essences might transfer from people to objects (celebrity products; positive consumer contagion). This recent body of work extends contagion research by demonstrating that physical contact is not a prerequisite for essence transfer and that the types of essences that are contagious are broader than originally conceived. We close by discussing future research into how magical contagion affects consumer and firm decision making.

Suggested Citation

  • Julie Y. Huang & Joshua M. Ackerman & George E. Newman, 2017. "Catching (Up with) Magical Contagion: A Review of Contagion Effects in Consumer Contexts," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(4), pages 430-443.
    • Handle: RePEc:ucp:jacres:doi:10.1086/693533
    DOI: 10.1086/693533
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    1. repec:cup:judgdm:v:13:y:2018:i:5:p:441-450 is not listed on IDEAS
    2. Fuchs, Christoph & Kaiser, Ulrike & Schreier, Martin & van Osselaer, Stijn M.J., 2022. "The value of making producers personal," Journal of Retailing, Elsevier, vol. 98(3), pages 486-495.
    3. Ardelet, Caroline & Fleck, Nathalie & Grobert, Julien, 2022. "When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Daniel Villanova, 2019. "The extended self, product valuation, and the endowment effect," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 357-371, December.
    5. Lin, Guyang & Li, Mimi & Xing, Yuqing & Guo, Fumei & Lin, Pearl M.C., 2023. "The contagion effect on children's consumption decision," Annals of Tourism Research, Elsevier, vol. 103(C).
    6. Hagtvedt, Henrik & Chandukala, Sandeep R., 2023. "Immersive retailing: The in-store experience," Journal of Retailing, Elsevier, vol. 99(4), pages 505-517.
    7. Paul Rozin & Christopher Dunn & Natalie Fedotova, 2018. "Reversing the causal arrow: Incidence and properties of negative backward magical contagion in Americans," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 13(5), pages 441-450, September.
    8. Lu, Irene R.R. & Kwan, Ernest, 2023. "An investigation of two remedial measures for retailers to address the impact of disease threat on sustainable consumption: A moderated moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. MacFarlane, Douglas & Hurlstone, Mark J. & Ecker, Ullrich K.H., 2020. "Protecting consumers from fraudulent health claims: A taxonomy of psychological drivers, interventions, barriers, and treatments," Social Science & Medicine, Elsevier, vol. 259(C).
    10. Marjolaine Bezançon & Denis Guiot & Emmanuelle Le Nagard, 2019. "Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne," Post-Print halshs-01957512, HAL.

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