Consumer Responses to Infectious Disease Cues: An Integrative Framework and Research Agenda

Abstract

Purpose: This paper develops an integrative framework explaining how infectious disease cues influence consumer behavior by connecting evolutionary psychology and behavioral immune system literature with consumer research. Design/methodology/approach: The paper synthesizes pathogen-avoidance psychology and consumer behavior research to identify three psychological changes (affect, cognition, motivation) influencing consumer responses, developing theoretical propositions across five domains while identifying boundary conditions. Findings: Disease cues trigger changes in affect (disgust, anxiety), cognition (narrowed attention), and motivation (self-protection). These influence consumer responses across selfregulation, social behavior/identity, information processing, evaluation, and prosocial/sustainable behaviors. The framework identifies boundary conditions moderating these effects. Research limitations/implications: The framework advances understanding of disease threats' influence on consumer behavior and suggests future research directions, including contextual effects and individual differences. Practical implications: The framework helps marketers predict consumer responses to disease cues, offering insights for marketing strategies during health crises and normal times. Originality/value: This paper provides the first comprehensive framework explaining disease cues' systematic influence on consumer behavior through psychological changes, extending behavioral immune system theory into consumer domains.

Keywords: behavioral immune system, consumer psychology, infectious diseases, threat behavioral immune system, consumer psychology, infectious diseases, threat