ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2019, Vol. 27 ›› Issue (11): 1929-1938.doi: 10.3724/SP.J.1042.2019.01929

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Disgust and consumer behavior

DU Weiqiang()   

  1. Management School, Tianjin Normal University, Tianjin 300387, China
  • Received:2018-09-20 Online:2019-10-31 Published:2019-09-23
  • Contact: Weiqiang DU


There are differences between disgust and other negative emotions. There are also different types of disgust. This review explores the methods used to induce different types of consumer disgust. Products and services, propaganda, organizational behavior, and unfair distribution can lead to different types of consumer disgust, which can affect consumer behavior such as product evaluation, purchase intention, willingness to pay, delayed decision-making, word of mouth, and product consumption. Future research directions are also discussed.

Key words: emotions, disgust, pathogen disgust, moral disgust, consumer

CLC Number: