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).


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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