Product Curvature Preferences: a Theory of Self-Concept
We find that when body shape is salient, women who perceive their bodies to be curvy, rate curved products higher. A significant covariate is body image fixation. Evaluation of one’s body caused subjects to engage in “defensive coping,” leading to a more favorable evaluation of objects perceived similar to oneself.
Tanuka Ghoshal, Rishtee Batra, and Peter Boatwright (2015) ,"Product Curvature Preferences: a Theory of Self-Concept", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 786-786.
Tanuka Ghoshal, Indian School of Business, India
Rishtee Batra, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA
NA - Advances in Consumer Research Volume 43 | 2015
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA