Faculty
Social Sciences
Supervisor Name
Dr. Jamie Hyodo
Keywords
magical thinking, superstition, contagion, disgust
Description
The purpose of this literature review was to gain an understanding of magical thinking and contagion in the consumer behaviour context and to explore future research directions. To identify relevant literature, a comprehensive database search was conducted, using keywords: “magical thinking”, “superstition”, “contagion”, and “disgust”. A number of articles that have been published suggest that consumers view the product that is touched by others as being contaminated, which elicits feelings of disgust and eventually decreases their evaluations and intentions to purchase. The review also reveals that previous studies have not established how contagion responses work for second-hand products in an online setting, which leads to my hypotheses for future research.
Acknowledgements
I would like to thank the USRI program for giving me this opportunity. In addition, I would like to thank Dr. Jamie Hyodo for his support and assistance as my supervisor.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Document Type
Poster
Included in
Magical Thinking and Contagion: A Descriptive Review
The purpose of this literature review was to gain an understanding of magical thinking and contagion in the consumer behaviour context and to explore future research directions. To identify relevant literature, a comprehensive database search was conducted, using keywords: “magical thinking”, “superstition”, “contagion”, and “disgust”. A number of articles that have been published suggest that consumers view the product that is touched by others as being contaminated, which elicits feelings of disgust and eventually decreases their evaluations and intentions to purchase. The review also reveals that previous studies have not established how contagion responses work for second-hand products in an online setting, which leads to my hypotheses for future research.