Gender Differences in the Influence of Weight on Product Evaluation

Studies on weight perception have shown that experiences of physical heaviness affect evaluation of target stimuli. However, the question of how individual differences in weight perception moderate evaluation remains unanswered. Through three experiments, we demonstrate that physical heaviness influences product evaluations positively for men but not for women.



Citation:

Jaewoo Park and Hiroaki Ishii (2013) ,"Gender Differences in the Influence of Weight on Product Evaluation", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 338-338.

Authors

Jaewoo Park, Chiba University of Commerce, Japan
Hiroaki Ishii, Chiba University of Commerce, Japan



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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