“Going Against the Flow” the Metaphorical Effects of Sensorimotor Resistance

Mina Kwon, University of Illinois, USA
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
We examine how the experience of haptic resistance activates a conceptual metaphor of “going against the flow.” The implications of this are shown for choice situations where participants experiencing resistance go against the norm and choose options that are normatively not preferred.
[ to cite ]:
Mina Kwon and Rashmi Adaval (2013) ,"“Going Against the Flow” the Metaphorical Effects of Sensorimotor Resistance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.