Body posture influences many behaviors, including consumption. Perhaps the most widely studied and easily manipulated body posture is arm extension or flexion. Arm extension occurs when the hand is extended away from the body (elbow ≈ 180°), whereas arm flexion occurs when the hand is retracted toward the body (elbow ≈ 90°). To illustrate, arm extension tends to facilitate responding to negative stimuli, whereas arm flexion facilitates responding to positive stimuli (for review see Eder & Hommel, 2013). Analogously, based on the association between arm flexion and positive evaluation, participants consume more when an arm is flexed than when it is extended (Förster, 2003). However, we will argue that posture effects on consumption are modulated by their compatibility with cognitions (Barsalou, Niedenthal, Barbey, & Ruppert, 2003). In addition to providing a critical theoretical test of three models described below, this research also contributes practically by clarifying how shopping environments can be managed to optimize consumers‟ experiences.

Shopping to and fro: ideomotor compatibility of arm posture and product choice.

ESTES, ZACHARY
2016

Abstract

Body posture influences many behaviors, including consumption. Perhaps the most widely studied and easily manipulated body posture is arm extension or flexion. Arm extension occurs when the hand is extended away from the body (elbow ≈ 180°), whereas arm flexion occurs when the hand is retracted toward the body (elbow ≈ 90°). To illustrate, arm extension tends to facilitate responding to negative stimuli, whereas arm flexion facilitates responding to positive stimuli (for review see Eder & Hommel, 2013). Analogously, based on the association between arm flexion and positive evaluation, participants consume more when an arm is flexed than when it is extended (Förster, 2003). However, we will argue that posture effects on consumption are modulated by their compatibility with cognitions (Barsalou, Niedenthal, Barbey, & Ruppert, 2003). In addition to providing a critical theoretical test of three models described below, this research also contributes practically by clarifying how shopping environments can be managed to optimize consumers‟ experiences.
2016
2015
Streicher, Mathias C.; Estes, Zachary
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3985589
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