7H Does Being Short Lead to Better Self-Control?

We propose and find that being short, which compares unfavorably to being tall on various social dimensions, motivates consumers to cope with the disadvantageous situation through exerting better self-control.


Lei Jia, Xiaoyan Deng, and Xiaojing Yang (2019) ,"7H Does Being Short Lead to Better Self-Control?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 981-981.


Lei Jia, Ohio State University, USA
Xiaoyan Deng, Ohio State University, USA
Xiaojing Yang, University of South Carolina, USA


NA - Advances in Consumer Research Volume 47 | 2019

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