Cross Physical Sense: How Weight Influences Consumer Stress and Importance Rating

Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
Xiuping Li, National University of Singapore, Singapore
This research shows the direct experience of heavy objects influences unrelated judgments such as stress or importance. In two studies, we show carrying heavy objects lead people to feel that an upcoming presentation more stressful, and a subject more important. More importantly, we found that a reciprocal effect from “stress to heavy” but not for “importance to heavy”, which supports our proposition that the spill-over effect of “carrying weight” might be explained with different mechanisms, that is, a common physiological state shared by experiential incidents such as feeling stressful versus primarily semantic links for abstract concept such as importance.
[ to cite ]:
Meng Zhang and Xiuping Li (2010) ,"Cross Physical Sense: How Weight Influences Consumer Stress and Importance Rating", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 939-940 .