Shopping Carts Affect Purchasing By Activating Arm Muscles

This research investigates how the physical properties of shopping carts influence purchasing. Two lab experiments and one field experiment demonstrate that, because standard shopping carts activate arm extensor muscles, they decrease purchasing. In contrast, a shopping cart with parallel handgrips activates flexor muscles and substantially increased sales.


Zachary Estes and Mathias Clemens Streicher (2020) ,"Shopping Carts Affect Purchasing By Activating Arm Muscles", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 663-666.


Zachary Estes, Bocconi University, Italy
Mathias Clemens Streicher, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 48 | 2020

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