Motion, Emotion, and Indulgence: How Movement Influences Consumption
We investigate how consumers make decisions when they are in motion (e.g., on a bus). We find that consumers on the move (vs. not) are in an emotional mindset because of which they prefer indulgent experiences and purchases. We draw from embodied cognition and affective processing literatures to provide support.
Yegyu Han, Rajesh Bagchi, and Syagnik Banerjee (2018) ,"Motion, Emotion, and Indulgence: How Movement Influences Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 110-114.
Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint
NA - Advances in Consumer Research Volume 46 | 2018
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