Driving Symbolic Consumption through Imagined Vertical Movements

Massimiliano Ostinelli, Torsten Ringberg, David Luna

Research output: Contribution to conferencePaperResearchpeer-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 languageEnglish
Publication date2013
Publication statusPublished - 2013
EventThe European Association for Consumer Research Conference. EACR 2013 - IESE Campus in Barcelona, Barcelona, Spain
Duration: 4 Jul 20137 Jul 2013
Conference number: 10
http://www.acrweb.org/eacr/Public/index.aspx

Conference

ConferenceThe European Association for Consumer Research Conference. EACR 2013
Number10
LocationIESE Campus in Barcelona
CountrySpain
CityBarcelona
Period04/07/201307/07/2013
Internet address

Bibliographical note

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Cite this

Ostinelli, M., Ringberg, T., & Luna, D. (2013). Driving Symbolic Consumption through Imagined Vertical Movements. Paper presented at The European Association for Consumer Research Conference. EACR 2013, Barcelona, Spain.