Looking Up Or Looking Down Makes You Indulge More: the Fit Between Store Shelf Cues and Consumer Dispositional Power

This paper demonstrates the interplay between height at which a product is placed on a shelf and consumer dispositional power in determining indulgent choice. Two experiments support that high-power consumers choose indulgent options more often if placed on low (vs. high) shelf positions, the opposite is true for low-power consumers.



Citation:

Ana Valenzuela, Apiradee Wongkitrungrueng, and Sankar Sen (2014) ,"Looking Up Or Looking Down Makes You Indulge More: the Fit Between Store Shelf Cues and Consumer Dispositional Power", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 714-715.

Authors

Ana Valenzuela, Baruch College, USA and Universitat Pompeu Fabra, Spain
Apiradee Wongkitrungrueng, Mahidol University International College, Thailand
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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