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Infectious diseases have been posing frequent and significant threats to us. However, research on how disease threat affects consumer behavior, especially sensory responses, is still limited. In this study, drawing on the theory of compensatory consumption, we show that consumers under disease threat are less willing to buy products presented in a dense display. This is because disease threat activates...
The COVID‐19 pandemic had significant effects on the health and wellbeing of people worldwide. However, in the post‐epidemic era, we still know very little about how disease threat shapes consumer psychology and behavior. To fill this gap in knowledge, the present study explores the effect of disease threat on a particular sensory preference of consumers, that is, a preference for colorfulness. Based...
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