THE ROLE OF DISGUST AS AN EMOTIONAL MEDIATOR OF ADVERTISING EFFECTS

This research examines an emotion that advertising researchers have largely neglected. In particular, we explore in two parallel experiments the role of disgust in the context of fast-food restaurant advertising. A follow-up study then determines that the theoretical concept of disgust captures only a narrow aspect of the meaning this term holds for laypeople. Both the narrow and broadened notions of disgust hold implications for advertising theory and practice.