“On the One Hand, on the Other Hand”: Motor Movements Activate the “Balance” Goal

Moving one’s hands palm-up in a “on-the-one-hand/on-the-other hand” gesture elicits more “balance” in judgment and choice. Consumers induced into making this gesture rated “balance in life” as more important and showed more balance in time allocation and product choice than consumers holding their hands stationary or moving them palm-down.


Spike W.S. Lee and Norbert Schwarz (2011) ,"“On the One Hand, on the Other Hand”: Motor Movements Activate the “Balance” Goal ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Spike W.S. Lee, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA


NA - Advances in Consumer Research Volume 38 | 2011

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