Construct · 1 fields · 1 citations

positive consumer contagion: a standalone construct

One name. One construct. A landmark on the map.

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Consumer research

a product touched by an attractive other person gains value in shoppers' eyes through the belief that some of that person's essence transferred.

In consumer research, positive consumer contagion refers to a product touched by an attractive other person gains value in shoppers' eyes through the belief that some of that person's essence transferred. This meaning comes from Argo (2008) in Journal of Marketing Research.[1]

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Nearby constructs

belief4 fields · 4 citationsjingle · one word, four constructs contagion5 fields · 6 citationsjingle · one word, five constructs essence2 fields · 2 citationsjingle · one word, two constructs

References

Argo, J. J., Dahl, D. W., & Morales, A. C. (2008). Positive Consumer Contagion: Responses to Attractive Others in a Retail Context. Journal of Marketing Research, 45(6), 690-701. https://doi.org/10.1509/jmkr.45.6.690

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