Abstract
We examine how exposure to infectious disease threats influences consumers’ preference for plastic-packaged (vs. unpackaged) food product options. Drawing from evolutionary psychology and threat management systems, we predict that infectious disease threats increase the relative preference for plastic-packaged products versus unpackaged options because of the activation of the Behavioral Immune System (BIS), a disease avoidance system aiming to recognize cues of pathogenic threats and avoid them prior to infection. Results from one correlational field study and two experiments provide support for our predictions. Results from our studies advance knowledge on the evolutionary strategies aiming at disease avoidance that shape consumers’ preference for safe but unsustainable, food product options.
Original language | English |
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Title of host publication | Proceedings of the European Marketing Academy : EMAC 2024 Annual |
Publisher | European Marketing Academy. EMAC |
Publication date | 2024 |
Article number | 119544 |
Publication status | Published - 2024 |
Event | The 53rd Annual Conference of The European Marketing Academy. EMAC 2024 - Bucharest, Romania Duration: 26 May 2024 → 31 May 2024 https://emac2024.org/ |
Conference
Conference | The 53rd Annual Conference of The European Marketing Academy. EMAC 2024 |
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Country/Territory | Romania |
City | Bucharest |
Period | 26/05/2024 → 31/05/2024 |
Internet address |
Keywords
- Consumer behaviour
- Decision-making
- Retailing