Title: Situated embodied cognition: Monitoring orientation cues affects product evaluation and choice
Authors: Eelen, Jiska
Dewitte, Siegfried
Warlop, Luk
Issue Date: Jun-2013
Publisher: KU Leuven - Faculty of Economics and Business
Series Title: FEB Research Report - MO_1301 vol:MO_1301
Abstract: Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, who monitor situational constraints, recall product orientations better and prefer products for which the handle is oriented in the direction of the hand used for grasping. When their ability to monitor situational constraints is impaired, the preference for easy-to-grasp products is attenuated. The findings highlight that motor fluency is a relevant cue for decision making when consumers assess how to interact with a product. The implications of these results for embodiment and fluency research are discussed.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven

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