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

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.