ISSN 1671-3710
CN 11-4766/R

心理科学进展 ›› 2022, Vol. 30 ›› Issue (4): 941-952.doi: 10.3724/SP.J.1042.2022.00941

• 研究前沿 • 上一篇    


孟陆1, 谢育锋2(), 李同茂2, 段珅1, 张良波3   

  1. 1中国人民大学商学院, 北京 100872
    2深圳大学管理学院, 深圳 518060
    3哈尔滨工业大学(深圳)经济管理学院, 深圳 518055
  • 收稿日期:2021-06-30 出版日期:2022-04-15 发布日期:2022-02-22
  • 通讯作者: 谢育锋
  • 基金资助:

The performance and psychological mechanism of contamination effect in consumer behavior

MENG Lu1, XIE Yufeng2(), LI Tongmao2, DUAN Shen1, ZHANG Liangbo3   

  1. 1School of Business, Renmin University of China, Beijing 100872, China
    2College o Management, Shenzhen University, Shenzhen 518060, China
    3School of Economics and Management, Harbin Institute of Technology in Shenzhen, Shenzhen 518055, China
  • Received:2021-06-30 Online:2022-04-15 Published:2022-02-22
  • Contact: XIE Yufeng


随着健康问题越来越受到消费者的重视, 学者们对污染效应的研究和兴趣也与日俱增, 特别是在消费者的感知和偏好方面。在消费者行为研究中, 污染效应是指消费者会降低对他人接触过产品的感知价值。本研究主要回顾了在消费行为中污染效应的定义和特性, 然后从接触因素、位置因素、产品因素和社会因素等方面来探讨污染效应的前因, 并进一步归纳了污染效应对消费者行为的消极影响和积极影响。最后, 探讨了污染效应的理论基础和边界条件。在此基础上, 对污染效应在消费者行为领域的未来研究方向进行了展望。

关键词: 交感巫术定律, 污染效应, 产品评价, 购买意愿


The pneumonia outbreak caused by the Novel Coronavirus (COVID-19) has been defined as a public health emergency by the World Public Health Organization and poses a serious threat to economic development worldwide. Since that COVID-19 is highly contagious, and the number of infected people and is unprecedented, many governments have taken strong measures to control the spread of COVID-19. In the face of sudden major disasters, people are prone to panic. As a result, individuals pay more attention to personal protection-related issues, and the consumption of protective and health products increases significantly (Yang et al., 2020). Because COVID-19 is spread mainly by droplets and contact, consumers are avoiding products that others may have touched or used for fear of catching the virus. Data from iiMedia Research also showed that the number of users of shared charging banks in China maintained rapid growth to 307 million in 2019. However, due to COVID-19, the number of users dropped to 229 million in 2020. It can be seen that consumers are increasingly concerned about health-related issues, thus amplifying the potential contamination effect on consumer behaviors.

It has been more than 20 years since contamination effect was first introduced into psychology. Up to now, contamination effect has been widely adopted to explain behaviors in many fields, including product evaluation, celebrity effect, organ transplantation, preference for shrine, valuation of original artwork, cross-cultural differences in collecting behavior, gambling decisions, individual abilities and performance, and even romantic relationships. Although consumers are often faced with a variety of content cues to induce their perception of contamination in daily consumption, there is little known about what consumer behaviors will occur under the influence of contamination effect and what the underlying mechanisms and boundary conditions are for these behaviors. There is still no an integrated research framework that can generalize and explain the application of contamination effects to consumer behavior to answer these questions. More importantly, the continuous updating of emerging research backgrounds such as Internet +, new retail and big data provide new insights for the study of contamination effects, however, there is little systematic review of these effects and paradigms.

In this study, we mainly review the definition and characteristics of contamination effect in the studies of consumer behavior, and then explore the antecedents of contamination effect from the aspects of exposure factors, location factors, product factors and social factors, and further summarize its negative and positive effects on consumer behavior. Finally, the theoretical basis and boundary conditions of contamination effect are well discussed. Based on these discussions, the future research direction of contamination effect in the field of consumer behavior is prospected.

Key words: the laws of sympathetic magical, contamination effect, product evaluation, purchase intention