On Your Mind=On Your Back: How Physical Burden Works As Mental Burden

The current research examines whether physical load acts in a manner that is functionally equivalent to that of mental load. Based on the reliance of both physical and mental drains on a common physical resource, we hypothesize that consumers who are under physical load will function similarly to consumers who are under mental load. This hypothesis is supported in three studies showing that physically burdened participants are willing to spend less effort in a self-control task (study 1), show greater inclination towards unhealthy but tasty foods (study 2), and display greater compromise effects (study 3).



Citation:

Aner Tal (2010) ,"On Your Mind=On Your Back: How Physical Burden Works As Mental Burden", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 912-913 .

Authors

Aner Tal, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

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.