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

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.