Regulating Consumer Behavior By Refraining From Action
Three studies show that refraining from engaging in approach or avoidance behavior is embodied and reverses effects ascribed to engaging in approach/avoidance motor actions. Refraining from bodily action influences evaluations of consumer goods, and preferences for vice and insurance products in opposite directions than engaging in approach/avoidance behavior.
Anneleen Van Kerckhove and Maggie Geuens (2012) ,"Regulating Consumer Behavior By Refraining From Action", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 655-657.
Anneleen Van Kerckhove, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
NA - Advances in Consumer Research Volume 40 | 2012
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