On Your Mind=On Your Back: How Physical Burden Works As Mental Burden

Aner Tal, Duke University, USA
The current research examines whether physical load acts in a manner that is functionally equivalent to that of mental load. Based on the reliance of both physical and mental drains on a common physical resource, we hypothesize that consumers who are under physical load will function similarly to consumers who are under mental load. This hypothesis is supported in three studies showing that physically burdened participants are willing to spend less effort in a self-control task (study 1), show greater inclination towards unhealthy but tasty foods (study 2), and display greater compromise effects (study 3).
[ to cite ]:
Aner Tal (2010) ,"On Your Mind=On Your Back: How Physical Burden Works As Mental Burden", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 912-913 .