Viral Viruses and Modified Mobility: Cyberspace Disease Salience Predicts Human Movement Patterns

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Authors
Folwarczny, Michał
Magne Larsen, Nils
Otterbring, Tobias
Gąsiorowska, Agata
Sigurdsson, Valdimar
Monograph
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Date
2023-04-24
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Journal title
Journal of Sustainable Marketing
Issue
1
Volume
4
Pages
Pages
1-18
DOI
ISSN
2766-0117
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Weblink
https://luminousinsights.net/articles/JSM-2023-83
Access date
2023-04-24
Abstract PL
Abstract EN
Humans have a motivational system that influences cognition and behavior to minimize the risk of contact with pathogens. This research examines the relationship between cyberspace disease salience and mobility behavior at the macro and micro levels. Across two studies, we predict and find that people adjust their mobility behavior to minimize the risk of close physical contact with strangers when cyberspace disease salience is high (vs. low). In Study 1, we analyze hourly sales data from five grocery stores and find that when cyberspace disease salience is high (vs. low), consumers spend 28% more money on each shopping trip and grocery stores sell 10% more items per hour despite 10% fewer shoppers per hour. Further, in Study 2, we test the generalizability of these results by analyzing the Google Community Mobility Reports. Here we find that high (vs. low) cyberspace disease salience is associated with an overall decrease in mobility in contexts where the risk of close contact with strangers is high—but not low. We discuss these findings in the context of sustainable consumer (mobility) behavior.
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Keywords PL
Keywords EN
cyberspace
pathogens
disease
behavioral immune system
mobility
sustainable consumer behavior
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URI
https://share.swps.edu.pl/handle/swps/126
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cc-by
Except as otherwise noted, this item is licensed under the Attribution licence | Permitted use of copyrighted works
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