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



Share Proceeding

Featured papers

See More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More

Featured

G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, 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.