The objective of this study is to elucidate the impact of the spiritual contagion effect on consumer behaviour. This effect can be conceptualised as the non-rational thought that the intangible characteristics of the source (e.g. temperament, mood, essence, etc.) contaminate the recipient. In order to achieve this, scenarios were created which linked the spiritual contagion effect with consumer behaviour. Subsequently, the participants' thoughts about the attitudes of consumers who had experienced the spiritual contagion effect in these scenarios were obtained through an in-depth interview technique. The results of the qualitative content analysis indicated that some consumers exhibited behaviours influenced by the spiritual contagion, including the spiritual essence model, the associative model and the symbolic interaction model of the contagion effect.