The Effect of Perceived Elevation on Consumer Risk Taking

This research investigates the influence of physical elevation on power, control, and risk-taking. Across three studies, we show that exposure to high vertical positions activates power-related thoughts and increases risk-taking. We demonstrate that high elevation leads to an illusory sense of control, which mediates the effect of elevation on risk-taking.


Ata Jami, Himanshu Mishra, and William Moore (2013) ,"The Effect of Perceived Elevation on Consumer Risk Taking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Ata Jami, University of Central Florida, USA
Himanshu Mishra, University of Utah, USA
William Moore, University of Utah, USA


NA - Advances in Consumer Research Volume 41 | 2013

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