Driving Symbolic Consumption through Imagined Vertical Movements

Massimiliano  Ostinelli; Torsten Ringberg; David  Luna

Driving Symbolic Consumption through Imagined Vertical Movements

Massimiliano Ostinelli, Torsten Ringberg, David Luna

Department of Marketing

Research output: Contribution to conference › Paper › Research › peer-review

Abstract

Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that magining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.

Original language	English
Publication date	2013
Publication status	Published - 2013
Event	The European Association for Consumer Research Conference. EACR 2013 - IESE Campus in Barcelona, Barcelona, Spain Duration: 4 Jul 2013 → 7 Jul 2013 Conference number: 10 http://www.acrweb.org/eacr/Public/index.aspx

Conference

Conference	The European Association for Consumer Research Conference. EACR 2013
Number	10
Location	IESE Campus in Barcelona
Country/Territory	Spain
City	Barcelona
Period	04/07/2013 → 07/07/2013
Internet address	http://www.acrweb.org/eacr/Public/index.aspx

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Cite this

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title = "Driving Symbolic Consumption through Imagined Vertical Movements",

abstract = "Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that magining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.",

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year = "2013",

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note = "The European Association for Consumer Research Conference. EACR 2013 ; Conference date: 04-07-2013 Through 07-07-2013",

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TY - CONF

T1 - Driving Symbolic Consumption through Imagined Vertical Movements

AU - Ostinelli, Massimiliano

AU - Ringberg, Torsten

AU - Luna, David

N1 - Conference code: 10

PY - 2013

Y1 - 2013

N2 - Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that magining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.

AB - Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that magining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.

M3 - Paper

T2 - The European Association for Consumer Research Conference. EACR 2013

Y2 - 4 July 2013 through 7 July 2013

ER -