Work

The Effect of Perceived Infectious Disease Threats on the Preference of User‐Designed Products

Year: 2025

Type: article

Abstract: ABSTRACT This study investigates the impact of perceived infectious disease threats on consumer preferences for user‐designed products. Drawing on both secondary and experimental data, we demonstrate that infectious disease threats enhance consumer preferences for user‐designed products (Studies 1 and 2), with the desire for self‐reliance mediating this process (Studies 3 and 4). Additionally, consumer mindset moderates this effect (Study 5). The impact of infectious disease threats on user‐designed product preference is evident only in consumers with a growth mindset and not in those with a fixed mindset. This study reveals consumer interest in self‐reliance and user‐designed products in the face of pathogen threats, which can help organizations adopt effective marketing practices to respond to challenges during pathogen epidemics.

Source: Psychology and Marketing

DOI: 10.1002/mar.22193

Authors: Xiuli Zhong, Yu Wang, Tao Wang

Institutions: Shanghai University of Finance and Economics, Wuhan University of Technology, Wuhan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: bronze

Funders: National Natural Science Foundation of China, National Office for Philosophy and Social Sciences, Fundamental Research Funds for the Central Universities