Strategic repugnance: how narratives reshape moral constraints in markets

Gilles Grolleau, Alain Marciano and Naoufel Mzoughi

Journal of Institutional Economics, 2026, vol. 22, -

Abstract: We argue that repugnance can, in some cases, be strategically used as a resource by some ‘entrepreneurs’ who can use it to advance their own goals. To understand the conditions in which repugnance can be strategically used, we first propose a conceptual framework to characterize repugnance-related transactions and emphasize how concerned individuals devise narratives to manage these situations, increase (or even decrease) artificially their acceptability, and ultimately justify their behaviour. This framework, which combines relational proximity and the strength of social consensus surrounding a transaction, allows for predicting the costs of developing appropriate narratives. Then, we analyse four rationales by which entrepreneurial individuals exploit and use strategically repugnant dimensions. Repugnance can be strategically leveraged as a barrier to entry, a tool for niche differentiation, a mechanism of political and market polarization, and a means of attracting attention, thereby shaping competition, regulation, and visibility across markets and platforms.

Date: 2026
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