The reverse Napoleon effect: The brand appreciation of looking up by tall people |
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Authors: | Ulrich R Orth Casparus J A Machiels Gregory M Rose |
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Institution: | 1. A&F Marketing - Consumer Psychology, Christian-Albrechts-University Kiel, Kiel, Germany;2. Department of Marketing, Milgard School of Business, University of Washington, Tacoma |
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Abstract: | Integrating the embodied cognition framework with research on the self, this study shows that head canting (the vertical tilt of the head to look up vs. down) interacts with a viewer's physical height to influence perceived brand power and behavioral intentions. Three studies use a variety of brand cues in both laboratory and field contexts to test the effect of head canting on brand power evaluations, the role of a person's physical height as a moderator and boundary condition, and the mediating role of consumer–brand identification. Study 1, an experiment, showed that tall, but not short individuals, evaluate a brand as more powerful when looking up (rather than down) at a brand story from a standing position, with differences in brand power impacting brand attitudes and choice. Study 2 replicates these findings with 30 brands, consumers positioned in a seated position, and brand logos. Both studies rule out the construal level as a process mediator. Study 3 further examines the process and demonstrates that the interaction of head canting with a person's height impacts consumer–brand identification, which mediates brand evaluations. These findings add a brand management and physical-self perspective to previous embodiment research by specifically examining the effects of sensorimotor experiences. |
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Keywords: | brand power construal level embodiment physical height sensorimotor experience |
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