Abstract: Existing studies mainly focus on highlighting the positive impact of product transformation salience on low-touch products, and few studies explore how to alleviate and reverse the negative impact of product transformation salience on high-touch products. Based on evidence that product transformation salience leads consumers to aversion to high-touch products and ultimately reduce consumption intentions(Study 1), the article examines the moderating effects of consumption patterns and information representations through two experiments(Study2&3). There search results show that compared with the possession-based consumption model, the access-based consumption model can reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 2). In addition, compared with negative information representations, neutral information representations are beneficial to reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 3). The findings of this research have strong practical significance for companies producing high-touch products in terms of the scenarios in which they adopt product transformation salience strategy and how they can better articulate product transformation salience to convey the company's environmental responsibility, and thus enhance the marketing performance of their eco-friendly products.

Key words: product transformation salience, high-touch products, disgust, pattern of consumption, information representations