Influences of Incidental Vagal Tone on Risk Behavior

Affect influences consumers both psychologically and physiologically. The physiological state of our body successively impacts our experience and behavior. Using breathing techniques to manipulate vagal tone (VT)—a physiological marker of autonomic control—we show that direct changes in physiology prompt variation in consumer risk-seeking behavior.



Citation:

Mehmet Yavuz Acikalin and Baba Shiv (2015) ,"Influences of Incidental Vagal Tone on Risk Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 775-775.

Authors

Mehmet Yavuz Acikalin, Stanford University, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads

Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University

Read More

Featured

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

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.