Tilt Your Head and You'll See Why: the Influence of Deliberating Bodily Movements on Consumer Resolution of Conflicting Information

Hakkyun Kim, Sungkyunkwan University, Korea
Jongsei Yi, Seoul National University, Korea
Jungyun Kang, Sungkyunkwan University, Korea
Experiments show that participants with their head tilted become more favorable toward companies with conflicting ad messages or companies engaging in a controversial business practice. A mediational analysis confirms that tilting one's head induces deliberation and cognitive flexibility, thereby rendering one supportive of firms making contradictory arguments and running sweatshops.
[ to cite ]:
Hakkyun Kim, Jongsei Yi, and Jungyun Kang (2014) ,"Tilt Your Head and You'll See Why: the Influence of Deliberating Bodily Movements on Consumer Resolution of Conflicting Information ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 791-791.