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.
|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
|Conference||The European Association for Consumer Research Conference. EACR 2013|
|Location||IESE Campus in Barcelona|
|Period||04/07/2013 → 07/07/2013|