Cross Physical Sense: How Weight Influences Consumer Stress and Importance Rating

This research shows the direct experience of heavy objects influences unrelated judgments such as stress or importance. In two studies, we show carrying heavy objects lead people to feel that an upcoming presentation more stressful, and a subject more important. More importantly, we found that a reciprocal effect from “stress to heavy” but not for “importance to heavy”, which supports our proposition that the spill-over effect of “carrying weight” might be explained with different mechanisms, that is, a common physiological state shared by experiential incidents such as feeling stressful versus primarily semantic links for abstract concept such as importance.


Meng Zhang and Xiuping Li (2010) ,"Cross Physical Sense: How Weight Influences Consumer Stress and Importance Rating", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 939-940 .


Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
Xiuping Li, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More


Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

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.