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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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