The threat of contagious diseases: when consumers avoid human presence in product packaging

Purpose Postulating that individuals exposed to the threat of contagious diseases respond oversensitively toward other people, the current research aims to investigate its impact on consumers’ preferences for human images—human presence—in product packaging. Design/methodology/approach Five independent online and offline experiments were conducted. Studies 1, 2a, and 2b employed a three-group (threat: contagious vs. control vs. noncontagious) between-subjects design to investigate the main effect and its underlying mechanism. To further examine the moderation effects, Study 3 used a 2 (threat: contagious vs. control) × 2 (product feature: basic vs. antibacterial) between-subjects design, and Study 4 employed a 2 (threat: contagious vs. control) × 3 (human type: non–human vs. human–adult vs. human–baby) between-subjects design. Findings Studies 1, 2a, and 2b demonstrate that consumers facing the threat of contagious diseases tend to avoid social interaction, leading to a lower preference for products featuring human presence (vs. non-human presence). Studies 3 and 4 contribute to our hypothesized process by providing boundary conditions. Specifically, when the product incorporates an antibacterial function (Study 3) and the packaging depicts a baby (Study 4), the existing effect can be attenuated. Originality/value Despite the prevalence of experiencing epidemics and pandemics, little work has examined how threatened consumers respond to product packaging. The present research addresses this gap by exploring consumers' preferences for products featuring human presence on their packaging. Furthermore, this research contributes to the practical understanding of consumer choices by identifying product features and human types as moderating factors.