1 Department of Marketing, Copenhagen Business School2 University of Wisconsin-Milwaukee3 Baruch College, The City University of New York
Drawing on theories of embodied cognition and compensatory consumption, we provide evidence that merely imagining oneself moving upward or downward affects preference for symbolic products. Altogether, two studies show that magining taking an elevator down, as opposed to up, decreases self-worth and, in turn, increases preference for symbolic products.
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The European Association for Consumer Research Conference. EACR 2013