Would Being Exposed to the High Shelf Make You Choose Chocolate More?

Building on the conceptual metaphor and the person-environment fit, this paper demonstrated the interplay between shelf position/height and dispositional power in determining consumer indulgent choice. High-power people chose chocolate more than low-power people when products were placed on the low position/shelf. The reverse was true for the high position/shelf. These results were mediated by positive feelings which may represent feelings when people are in their status comfort zone. A managerial implication is that a retail store should ensure that their atmosphere creates an experience that is in harmony with their target consumer’s disposition.


Apiradee Wongkitrungrueng and Sankar Sen (2012) ,"Would Being Exposed to the High Shelf Make You Choose Chocolate More?", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 437-439.


Apiradee Wongkitrungrueng, Sasin Graduate Institute of Business Administration of Chulalongkorn University, Thailand
Sankar Sen, Zicklin School of Business, Baruch College, CUNY, USA


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

Share Proceeding

Featured papers

See More


P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More


Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Noah VanBergen, University of Cincinnati, USA

Read More


The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.