Defensive Postures Decrease Consumption Desire and Purchase Intention
Based on recent findings on the embodiment effects of body movements, three studies demonstrated that merely displaying a defensive posture can help consumers to resist temptations. This effect was mediated by the feeling of being protected and was still effective even for consumers with depleted self-regulatory resources.
Chun-Ming Yang (2015) ,"Defensive Postures Decrease Consumption Desire and Purchase Intention", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 90-94.
Chun-Ming Yang, Ming Chuan University, Taiwan
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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