Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations

Utku Akkoç, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
We present and test a framework to show whether the height of another individual can influence a consumer’s product evaluations. Our findings reveal that the non-interactive social presence of a conspicuously tall individual activates a height related association (status), which leads to evaluations consistent with this association.
[ to cite ]:
Utku Akkoç and Jennifer Argo (2013) ,"Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.