Influences of Incidental Vagal Tone on Risk Behavior

Mehmet Yavuz Acikalin, Stanford University, USA
Baba Shiv, Stanford University, USA
Affect influences consumers both psychologically and physiologically. The physiological state of our body successively impacts our experience and behavior. Using breathing techniques to manipulate vagal tone (VT)—a physiological marker of autonomic control—we show that direct changes in physiology prompt variation in consumer risk-seeking behavior.
[ to cite ]:
Mehmet Yavuz Acikalin and Baba Shiv (2015) ,"Influences of Incidental Vagal Tone on Risk Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 775-775.