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One of the major concerns in the emerging phenomenon of collaborative consumption (CC) is the issue of contamination (i.e. feeling “grossed out” when sharing items with others). Guided by the law of contagion and the consumer contamination effect theory, this research investigated the ways in which companies can manipulate in order to reduce the negative contamination when renting or purchasing used fashion items from others. Specifically, this research examines this issue of contamination through the ownership type of the shared goods (e.g. corporate-ownership or B2C exchange, and consumer-ownership or C2C exchange) and its effect on consumers' CC intentions in two distinct sharing contexts (i.e. rental and secondhand purchase).

A total of 181 American female consumers were assigned to an experimental CC scenario, and their rental/secondhand purchase intentions were compared through ANCOVA analysis.

In both rental and secondhand purchase contexts, consumers displayed greater intentions to shop in B2C setting (i.e. corporate-ownership) with no direct contact with the previous owner, than in C2C setting (i.e. consumer-ownership) with a greater association with the previous owner and the shared items. Such inclination was more prevalent when purchasing a shirt than a handbag, suggesting that consumers feel more grossed out when there is greater physical contact with the shared item.

The findings of the study suggest a possible solution to alleviate the contamination effect, and the discovery of the degree of contact as a moderator provides new insight into contamination research.

Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of secondhand goods differently according to the culture. Based on the consumer contamination theory, this study aims to investigate the cultural differences of South Koreans and Americans by examining three variables (e.g. transaction type, ownership duration and physical attractiveness) related to consumers' perception of contamination and purchase intentions for a secondhand apparel item.

Data were collected from 422 US and South Korean female consumers who were assigned to an experimental scenario, and their secondhand purchase intentions and perceived contamination were compared through independent t-tests and moderated regression analyses.

Consumers' purchase intentions increased, and perceived contamination decreased when the transaction type was business-to-consumer (vs consumer-to-consumer), when the item had been owned for a shorter period of time and when the item was sold by an attractive seller. Such effect was more pronounced for South Korean consumers than the US consumers in the negative contamination contexts (i.e. transaction type, ownership duration), but not in the positive contamination context (i.e. attractiveness).

The findings of the study add to the literature on consumer contamination theory through an examination of several negative and positive contamination factors in retail contexts and highlight the role of culture as a critical moderator.

Commodity display is an important cue for consumers’ prediction of the goods they purchase. Then why does a neat display (compared to a messy one) usually result in better product evaluation? This paper aims to discuss this issue.

By conducting three lab experiments, the authors proved the existence of “the pictorial effect.” In Study 1, the authors used Chinese knots as the material. Chinese knots are commonly used in decoration; therefore, their appearance is of high importance. The authors set a scenario of purchasing Chinese knots to dismantle for teaching how to knot, thus manipulating the importance of appearance into lower condition. The authors measured subjects’ attitude to display picture and product quality evaluation and examine the existence of “the pictorial effect.” In Study 2, the authors changed material to a functional product in daily life – playing cards. The authors used different usage scenarios to manipulate the importance of the playing cards’ appearance (high vs low). For the low importance group, the scenario is playing poker in a dormitory at the weekend; for the high importance group, the scenario is using playing cards to make a hat for a party. The authors add measurements of consumers’ perception of the popularity of product. Study 2 consolidates the conclusion of Study 1 and excludes the popularity inference effect. In Study 3, the authors used a comb as the material, thus manipulating the importance of product appearance through the different instructions on the comb’s packaging (focus on healthy function vs focus on hair appearance enhancement). Study 3 repeated the conclusion in Study 1 and Study 2, and proved the existence of a “display pictorial effect” by showing the main effect, mediation and moderating effect as well.

Current research brings forward the existence and conditions of “the pictorial effect,” i.e. when the goods are neatly displayed (relative to messily), the consumer’s attitude toward the display becomes more positive, hence leading to a higher product evaluation, and the consumer’s attitudes toward the display fully mediate “the pictorial effect”. However, “the pictorial effect” does not always occur; for the importance of the product, appearance plays a moderator role in the effect. If the consumer thinks the product appearance is not important, “the pictorial effect” could not be observed, which means there is no difference in product evaluation between messy and neat display of the commodity, and only when the product appearance is important, does the pictorial effect occur.

The authors have noticed that display is part of the retail environment; therefore, research on how an environment affects human behavior may be valuable to reference. For example, for the experiment designs, especially Study 2, the authors asked participants to imagine making a hat using playing cards, which is a very creative task. In this task, participants may pay attention to creativity, and this may have an effect on product evaluation. According to Vohs et al., orderly environments lead people toward tradition and convention, whereas disorderly environments encourage breaking with tradition and convention – and that both settings can alter preferences, choice, and behavior. Messy displays may favor the product evaluation of some creative products when the situation requires higher creativity. The authors will attempt to test the effect of this factor in future study.

In application, current research supports “the necessity of tally” in the site management of retailing, and further answers the question as to what kind of products need more effort to be kept in a good order in their displays.

For the first time, the authors put forward “the pictorial effect” in product displays. The research provides insight to the underlying process through which merchandise displays can put an effect on the product evaluation, and supplements the contamination theory and popularity theory, thus contributing to the research works on merchandise displays.

Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on online shopping have largely ignored online second-hand/used good purchases. This study aims to use Thaler’s mental accounting model, principal–agent perspective and contamination theory to highlight the differences in the value sought by online new goods and second-hand shoppers.

A conceptual framework linking perceived uncertainty, perceived acquisition value and e-loyalty was developed and tested using structural equation modelling. The moderating effects of product type (new vs second-hand) and frugality were also included.

The paper found strong support for the model. Results showed that online second-hand shoppers were more uncertain and perceived lesser levels of acquisition value when compared to new goods shoppers. They were also less frugal. Online shoppers are also more likely to buy products with sensory attributes (experience goods) in new goods websites and products with non-sensory attributes (search goods) from second-hand websites. The authors recommend various ways in which managers can increase perceived value for the online shopper.

Future studies can extend this investigation by including transaction value or other hedonic values to verify their impact on acquisition value and e-loyalty. While the authors found support for the notion that consumers who buy used goods online are less frugal, there is some research that could point to the opposite. Hence, research can investigate this topic in depth in more countries to throw more light on this.

To sustain themselves in a competitive online market, retailers need to understand the value sought by consumers. This study provides empirical evidence of the importance of acquisition value for new goods and second-hand shoppers.

No recent research has compared the value sought by online second-hand and new goods shoppers. This study contributes to the understanding of the acquisition value perceived by consumers in online new goods and second-hand shopping channels.

In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.

For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).

The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.

This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.

This study sets out to explore how consumers evaluate unbranded and unlabelled food products and to what extent they are able to select the products with the highest potential to meet their expectations regarding eating quality.

The study focused on Portuguese consumers and their purchase of bacalhau, i.e. salted and dried cod, which is sold unpacked, unbranded and unlabelled in supermarkets. The collection of data encompassed observations of shoppers in supermarkets, individual interviews and focus groups with consumers, and a consumer panel that conducted quality assessments and rankings of nine different bacalhaus and subsequent taste assessments of the same products following desalting and cooking.

Results indicate that Portuguese consumers – in spite of substantial experience with buying, preparing and consuming bacalhau – are uncertain in their in‐store quality assessment. Shoppers used multiple criteria to assess the quality of the bacalhau, such as the appearance and dryness of the product. Some rather curious quality criteria that were not related to “objective” product quality were also discerned. Touching the dried and salted cod trying to “feel” the quality was common. Some even broke the fish tail to assess the dryness. Findings from the consumer panel showed large discrepancies between how the same products were assessed before and after desalting and cooking.

The study is limited to one food product and one national market. Marketing implications, such as focus on packaging, quality labelling, and branding are discussed, as well as implications for future research.

The paper shows that although unlabelled and unbranded food products are common, relatively little research addressing how consumers assess such products in a wider sense, including which strategies consumers apply and to what extent they are able to select products that meet or exceed their expectations regarding eating quality, has been conducted. The paper also addresses the role cultural rules and rituals may play in the assessment of traditional food products such as bacalhau.

Describes a study to measure the quality of service provided by food‐poisoning surveillance agencies in England and Wales in terms of the requirements of a representative consumer ‐ the egg producing industry ‐ adopting “egg associated” outbreak investigation reports as the reference output. Defines and makes use of four primary performance indicators: accessibility of information; completeness of evidence supplied in food‐poisoning outbreak investigation reports as to the sources of infection in “egg‐associated” outbreaks; timeliness of information published; and utility of information and advice aimed at preventing or controlling food poisoning. Finds that quality expectations in each parameter measured are not met. Examines reasons why surveillance agencies have not delivered the quality demanded. Makes use of detailed case studies to illustrate inadequacies of current practice. Attributes failure to deliver “accessibility” to a lack of recognition on the status or nature of “consumers”, combined with a self‐maintenance motivation of the part of the surveillance agencies. Finds that failures to deliver “completeness” and “utility” may result from the same defects which give rise to the lack of “accessibility” in that, failing to recognize the consumers of a public service for what they are, the agencies feel no need to provide them with the data they require. The research indicates that self‐maintenance by scientific epidemiologists may introduce biases which when combined with a politically inspired need to transfer responsibility for food‐poisoning outbreaks, skew the conduct of investigations and their conclusions. Contends that this is compounded by serious and multiple inadequacies in the conduct of investigations, arising at least in part from the lack of training and relative inexperience of investigators, the whole conditioned by interdisciplinary rivalry between the professional groups staffing the different agencies. Finds that in addition failures to exploit or develop epidemiological technologies has affected the ability of investigators to resolve the uncertainties identified. Makes recommendations directed at improving the performance of the surveillance agencies which, if adopted will substantially enhance food poisoning control efforts.

This study adds to the research on disgust by proposing a theoretical framework encompassing contamination-based, moral and structural disgust dimensions. The study empirically assesses the impact of these three dimensions on consumers’ purchase intentions for different product categories.

The study investigates consumer reaction to disgusting stimuli related to attractiveness, expertise and trustworthiness products by means of closed-ended questionnaires administered to three consumer samples.

Contamination-based disgust reduces the intention to purchase expertise products. Similarly, structural disgust reduces the intention to purchase trustworthiness products. Moral disgust seems to have a positive effect on the intention to purchase attractiveness products.

Marketing strategies for expertise and trustworthiness products should emphasize their pureness and capacity to match consumer expectations, respectively. Ad hoc strategies centered on moral disgust could be designed for attractiveness products.

This study proposes a new conceptualization of consumer disgust and shows that the identified disgust dimensions have different effects on consumer intention to purchase attractiveness, expertise and trustworthiness products.

The purpose of this study was to investigate whether the layout has an effect on cross-contaminations levels at farmers markets.

We used social cognitive theory's triadic reciprocity model to investigate how influencing the environment could change the behaviors of farmers’ market consumers and reduce the risk of microbial cross-contamination using a Fluorescent Compound (FC). For this purpose, a 3 × 2 experimental between-subject factorial design was utilized in this study: three farmers market layouts (i.e. U-shaped [U-S], L-shaped [L-S] and square-shaped [S–S]) and two different set-ups per market (i.e. produce and non-produce vendors completely separated, and alternating produce and non-produce vendors). FC was utilized to simulate microbial contamination on the participants (n = 54) hands. The participants were allowed to walk through the layout for 3 min and touch items after which a total of 475 swab samples were processed and recorded for absorbance levels.

The results indicated that the cross-contamination level of the U-S market was significantly lower (p < 0.001) than those of the L-S and S–S markets. The best market layout and set-up based on the average levels of simulated cross-contamination were the U-S market, particularly with the A set-up, where produce and non-produce booths were scattered.

This study is the first to use the quantification of FC to identify the impact of a farmers’ market layout/design on cross-contamination levels. These results can be used to provide guidance to market managers on layout and design from a safety standpoint to reduce the risk of cross-contamination.

Access-based services (ABS) have been adversely impacted by the COVID-19 pandemic. This study aims to validate customer barriers to ABS focusing on the contamination barrier. As service employees’ presence violates the COVID-19 physical distancing norms and heightens contamination fear, this paper tests its effects on continued use intentions of ABS. This study also empirically examines the role of conspicuous virtue signaling and organizational response.

The study was conducted in the context of scooter sharing and uses a mixed-method to explore the relatively under-researched problem of contamination fear in ABS. Study one uses the survey method and study two uses a 2 × 2 matrix between-subject design.

The results reveal that perceptions of resource sufficiency positively affect continued use intentions of ABS. The presence of a service employee hurts continued use intentions. Further, there are a three-way interaction between ABS type (service employee presence/absence), organizational response (solution-oriented/general information) and resource sufficiency perceptions. Organizational response mitigates the negative effect of service employee presence on the link between resource adequacy perceptions and ABS continued use intentions.

In contrast with prior research, this study shows that contamination fear invokes protection motivation, resulting in better preparedness and continued use intentions of ABS. The predicted difference is primarily between customers who attribute responsibility and ABS type differently (presence/absence of service employee). This study also explores the role of organizational response to COVID-19.