Balance As an Embodiment of Parity

Activating physical balance—either through activities requiring balance, exposure to pictures of a balance, or mental simulation of balancing acts—increases people’s desire for choice options that reflect parity. These options offering parity include compromise choice options (parity between the attributes) and balanced meals (parity in food groups).



Citation:

Jeffrey Larson and Darron Billeter (2011) ,"Balance As an Embodiment of Parity", 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.

Authors

Jeffrey Larson, Brigham Young University, USA
Darron Billeter, Brigham Young University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Featured

F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, 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.