研究期間：10108~10207;Prior research indicates that contagion theory is believed that qualities can be transferred between a source and a target, and then affects consumer evaluations on target products. The consumer behavior literatures and recent investigations in marketing have also explored the role of contagion. This study observes that the contagion can be positive or negative and influence consumer’s preference and perception. Specifically, negative effects are stronger in both extent and intensity. Unlike the previous studies, which focus mainly on contagious and noncontagious effect and induce the identical evaluations among consumers, this study incorporates specific personality (need for cognition, cognitive style, and buying impulsiveness) to discuss contagion effect through experimental design. This study requires two years to do the research systematically and understand how different consumers response to positive or negative contagion in the same situation. The first year of this study is to explore the contagion effect of different personalities on target product and single source. The second year of this study is to explore the contagion effect of different personalities on product groupings. By integrating the findings, we expect this study could be applied to future research and managerial practice.
