Driving Symbolic Consumption Through Imagined Vertical Movements

Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that imagining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.


Massimiliano Ostinelli, Torsten Ringberg , and David Luna (2013) ,"Driving Symbolic Consumption Through Imagined Vertical Movements", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 320-321.


Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA
Torsten Ringberg , Copenhagen Business School
David Luna , Baruch College, USA


E - European Advances in Consumer Research Volume 10 | 2013

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