Sit Or Stand to Save: Posture and Retail Price Perceptions

Lei Song , Drexel University, USA
Keith Coulter, Clark University, USA
Rajneesh Suri, Drexel University, USA
Though different technologies are increasingly adding to bottom lines for firms, little is known about differences in consumers’ expectation of savings when they sit or stand while making purchase decisions. Three studies show that consumers’ expectation of savings depends upon their posture when evaluating offers at different storefronts.
[ to cite ]:
Lei Song , Keith Coulter, and Rajneesh Suri (2014) ,"Sit Or Stand to Save: Posture and Retail Price Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 811-811.