The Effect of Perceived Elevation on Consumer Risk Taking

Ata Jami, University of Central Florida, USA
Himanshu Mishra, University of Utah, USA
William Moore, University of Utah, USA
This research investigates the influence of physical elevation on power, control, and risk-taking. Across three studies, we show that exposure to high vertical positions activates power-related thoughts and increases risk-taking. We demonstrate that high elevation leads to an illusory sense of control, which mediates the effect of elevation on risk-taking.
[ to cite ]:
Ata Jami, Himanshu Mishra, and William Moore (2013) ,"The Effect of Perceived Elevation on Consumer Risk Taking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.