Blowing in the Wind: How Wind Direction Influences Agentic Motivation

Do humans have an innate response to facing upwind (vs. downwind)? In the present research, one online experiment and one laboratory experiment (with actual wind) investigate this question. The results of these experiments demonstrate that facing upwind (vs. downwind) enhances agentic motivation and increases task persistence.


Anoosha Izadi, Melanie Rudd, and Vanessa M. Patrick (2015) ,"Blowing in the Wind: How Wind Direction Influences Agentic Motivation ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 790-790.


Anoosha Izadi, University of Houston, USA
Melanie Rudd, University of Houston, USA
Vanessa M. Patrick, University of Houston, USA


NA - Advances in Consumer Research Volume 43 | 2015

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