Looking Up Or Looking Down Makes You Indulge More: the Fit Between Store Shelf Cues and Consumer Dispositional Power

Ana Valenzuela, Baruch College, USA and Universitat Pompeu Fabra, Spain
Apiradee Wongkitrungrueng, Mahidol University International College, Thailand
Sankar Sen, Baruch College, USA
This paper demonstrates the interplay between height at which a product is placed on a shelf and consumer dispositional power in determining indulgent choice. Two experiments support that high-power consumers choose indulgent options more often if placed on low (vs. high) shelf positions, the opposite is true for low-power consumers.
[ to cite ]:
Ana Valenzuela, Apiradee Wongkitrungrueng, and Sankar Sen (2014) ,"Looking Up Or Looking Down Makes You Indulge More: the Fit Between Store Shelf Cues and Consumer Dispositional Power", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 714-715.