Is Previous Touch on Second-Hand Clothes Perceived Contagious? An Experimental Research
Gizem Tokmak Danisman
article (Uluslararası, Hakemli) | Yazar(lar): Gizem Tokmak Danisman | Yıl: 2026 | Dergi/Kurum: KAFKAS UNIVERSITESI IKTISADI VE IDARI BILIMLER FAKULTESI DERGISI | İndeks: WOS.ESCI | DOI: 10.36543/kauiibfd.2026.002 | Anahtar Kelimeler: Spiritual, contagion, second-hand, clothing, dose, insensitivity, permanency, consumer
The characteristics of second-hand clothing (SHC), including its history of use and the degree of skin contact, may lead consumers to perceive the SHC as transmitters of both the "physical" and "spiritual" essence of the former owner. This perception may give rise to tangible and/or spiritual (intangible) contamination concerns. This study aims to examine the effect of the permanency and dose insensitivity principles of the law of contagion on the perception of and intention to purchase SHC products by using a within-subject experimental design in T & uuml;rkiye. The results demonstrate that the structural change, a spiritual purification technique, reduces the perceived contamination and increases the likelihood of purchasing. Conversely, as the number of contacts with the SHC increases, the perceived contamination also increases, thereby reducing the likelihood of purchasing. Furthermore, as the degree of contact of the SHC to the skin increases, the perceived contamination increases, which in turn decreases the likelihood of purchasing.