I Like to Move It Move It: Introducing Regulatory Fit From Body Movement

Frank Mathmann, School of Marketing, Australian School of Business, University of New South Wales, Australia
Ko de Ruyter, Maastricht School of Business and Economics, The Netherlands
Mathew Chylinski, School of Marketing, Australian School of Business, University of New South Wales, Australia
E. Tory Higgins, Columbia University, USA
In three experiments, we demonstrate how consumers’ physical movements (versus stasis) lead to regulatory fit and thereby increase product valuation for consumers with predominant locomotion (versus assessment) orientations. We start with monotonous body movements (Studies 1 and 2), and extend to consider movements unrelated to the product use (Study 3).
[ to cite ]:
Frank Mathmann, Ko de Ruyter, Mathew Chylinski, and E. Tory Higgins (2014) ,"I Like to Move It Move It: Introducing Regulatory Fit From Body Movement", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 602-603.