Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations

We present and test a framework to show whether the height of another individual can influence a consumer’s product evaluations. Our findings reveal that the non-interactive social presence of a conspicuously tall individual activates a height related association (status), which leads to evaluations consistent with this association.


Utku Akkoç and Jennifer Argo (2013) ,"Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Utku Akkoç, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More


F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Read More


F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.