Regulating Consumer Behavior By Refraining From Action

Anneleen Van Kerckhove, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Three studies show that refraining from engaging in approach or avoidance behavior is embodied and reverses effects ascribed to engaging in approach/avoidance motor actions. Refraining from bodily action influences evaluations of consumer goods, and preferences for vice and insurance products in opposite directions than engaging in approach/avoidance behavior.
[ to cite ]:
Anneleen Van Kerckhove and Maggie Geuens (2012) ,"Regulating Consumer Behavior By Refraining From Action", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 655-657.