Exploring Possible Causes For a Gender Difference in the Effect of Heaviness on Consumer Evaluation

Jaewoo Park, Chiba University of Commerce, Japan
Hiroaki Ishii, Chiba University of Commerce, Japan
Taku Togawa, Chiba University of Commerce, Japan
This study explores possible causes of why heaviness enhances men’s evaluations, but not women’s. We hypothesize that heaviness is metaphorically linked to the concept of power, and that experiencing heaviness activates the power concept more prominently in men than in women. The results of the Stroop test were as expected.
[ to cite ]:
Jaewoo Park, Hiroaki Ishii, and Taku Togawa (2014) ,"Exploring Possible Causes For a Gender Difference in the Effect of Heaviness on Consumer Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 803-803.