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Product Contagion
May 25, 2007 by Carrie (not verified), 2 years 26 weeks ago
Comment id: 23767
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The article, "Product contagion: How consumers' fear of cooties can cut into profits," published by Knowledge@W. P. Carey explains in further depth their experiment and results of their study. You can also find the research paper Morales and Fitzsimons published in this month's Journal of Marketing Research at the end of the article. It is definitely worth the read.
Find it here: http://knowledge.wpcarey.asu.edu/index.cfm?fa=viewfeature&id=1420
Morales and Fitzsimons found that most people did not believe they would be affected by product contagion, yet, an overwhelming majority most certainly was.