Does Heavier Weight Mean More Power? Examining the Moderating Role of Dominance Trait and Semantic Congruence

Hiroaki Ishii, Chiba University of Commerce, Japan
Jaewoo Park, Chiba University of Commerce, Japan
Previous studies have confirmed the positive effect of weight on product evaluation, which is caused by semantic association of weight with importance. Our study shows another semantic link of weight, the concept of power. Additionally, we explore the interaction between the dominance trait, advertising picture angle, and weight.
[ to cite ]:
Hiroaki Ishii and Jaewoo Park (2013) ,"Does Heavier Weight Mean More Power? Examining the Moderating Role of Dominance Trait and Semantic Congruence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.