Katalog Online Perpustakaan

Detail Katalog

Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

intertemporal choice, embodied cognition, approach motivation, hedonic consumption

Pengarang

  1. Bram van den bergh
  2. julien schmitt
  3. luk warlop

    Subject

    MARKETING

    [Abstrak]


     One
    field study and five experiments show that seemingly irrelevant bodily actions
    influence consumer behavior. These studies demonstrate that arm flexion (in
    which the motor action is derected toward the self) versus arm extension ( in
    which the motor action is directed away from the self) influences purchase
    behavior, product preferences, and economic decisions. More specifically, arm
    flexion increases the like lihood of pur chasing vice product (study 1a), leads
    to preference for vices over virtues (studies 1b and 2a), and leads to
    preferencefor smaller, sooner over larger, later monetary rewards (studies 2b,
    3, and 4). The authors argue that arm flexion induces present-biased
    preferences through activation of approach motivation. The effect of bodily
    actions on present-biased perference is regulated by the behavioral approch
    syste, (studies 3 and 4) and relies on the learned association between arm
    flexion and activation of this approach system (study 4). The authors discuss
    implications for intertemporal decision making, embodied, cognition, and
    marketing practice


     



     

    Periode

    Vol 48, Nomor 06, Tahun 2011

    [Berkas]

    not files can be downloaded

    [Artikel lain]