Just Do It: Motor Behavior Based Fluency Effects on Product Evaluations

In four studies, we demonstrate that individuals who had recently or contemporaneously employed a particular motor procedure, such as reading information from top to bottom versus from bottom to top, evaluated a product more favorably when that same motor procedure had to be employed during an evaluation task. We observe this effect both for procedures involving passive (eye movement to track a moving object) and active (physical hand movements) motor behaviors.


Hao Shen and Akshay Rao (2011) ,"Just Do It: Motor Behavior Based Fluency Effects on Product Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 381-382.


Hao Shen, Chinese University of Hong Kong, China
Akshay Rao, University of Minnesota, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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