Embodied and Primed Cleansing Effects on Consumer Indulgence

Chrissy M. Martins, Iona College, USA
Lauren Block , Baruch College, USA
Darren Dahl, University of British Columbia, Canada
This research examines how primed and embodied cleansing affects indulgence. We find that embodying a cleansing product leads to less guilt and more indulgence, but find the opposite when individuals are merely primed with a cleansing product or embody a neutral product. We discuss potential explanations for these results.
[ to cite ]:
Chrissy M. Martins, Lauren Block , and Darren Dahl (2013) ,"Embodied and Primed Cleansing Effects on Consumer Indulgence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.