 But can a company just say, hey, stop paying attention to this person that we've been begging you to pay attention to? That's what John Cawley wanted to know. As he considered how to answer this question, he turned to some influential economic research on the notion of repugnance. So Al Roth, who's a Nobel Prize winning economist, wrote an article about how repugnance or visceral disgust can be something that affects market transactions just as much as prices.