Embodied Gentleness Effect: the Influence of Hand Movements on Food Preferences

En Li, Central Queensland University, Australia
Donnel Briley, University of Sydney, Australia
Gerald Gorn, The Hong Kong Polytechnic University, Hong Kong, China
We demonstrate that hand movement gentleness shapes consumer preferences toward food with different haptic hardness and that this embodied gentleness effect is robust across variations in hand movement priming (temporary or chronic) and haptic cues (verbal or physical). Moreover, this embodiment effect is moderated by individual differences in self-monitoring.
[ to cite ]:
En Li, Donnel Briley, and Gerald Gorn (2013) ,"Embodied Gentleness Effect: the Influence of Hand Movements on Food Preferences", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.