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.



Citation:

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.

Authors

Chun-Ming Yang, Ming Chuan University, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, 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.