The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

We show that feeling physically small lowers people’s perceived decision efficacy. To cope with this “unbearable” state, people engage in either a direct resolution by relying on the external decision agents that offer decision efficacy, or, a symbolic resolution by making decisions by self to bolster the sense of efficacy.



Citation:

Eunyoung Camilla Song, Yanping Tu, and Rima Touré-Tillery (2018) ,"The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 154-159.

Authors

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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