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.



Citation:

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.

Authors

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



Volume

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



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