Consumer responses to infectious disease cues: an integrative framework and research agenda

Purpose This paper aims to develop an integrative framework explaining how infectious disease cues influence consumer behavior by connecting evolutionary psychology and behavioral immune system literature with consumer research. Design/methodology/approach The paper synthesizes pathogen-avoidance psychology and consumer behavior research to identify three psychological changes (affect, cognition, motivation) influencing consumer responses, developing theoretical propositions across five domains while identifying boundary conditions. Findings Disease cues trigger changes in affect (disgust, anxiety), cognition (narrowed attention) and motivation (self-protection). These influence consumer responses across self-regulation, social behavior/identity, information processing, evaluation and prosocial/sustainable behaviors. The framework identifies boundary conditions moderating these effects. Research limitations/implications The framework advances understanding of disease threats’ influence on consumer behavior and suggests future research directions, including contextual effects and individual differences. Practical implications The framework helps marketers predict consumer responses to disease cues, offering insights for marketing strategies during health crises and normal times. Originality/value To the best of the author’s knowledge, this paper provides the first comprehensive framework explaining disease cues’ systematic influence on consumer behavior through psychological changes, extending behavioral immune system theory into consumer domains.