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Context Effects from Bodily Sensations: Examining Bodily Sensations Induced by Flooring and the Moderating Role of Product Viewing Distance

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  • Joan Meyers-Levy
  • Rui (Juliet) Zhu
  • Lan Jiang

Abstract

When consumers shop, the flooring underfoot can prompt bodily sensations-a sense of comfort from soft carpeting or fatigue from hard tile flooring. Like moods, such bodily sensations may foster context effects on the products shoppers observe. However, whereas moods prompt only assimilation effects, we demonstrate that consumers' bodily sensations can produce either assimilation, contrast, or no context effects. Further, consumers' viewing distance from a product can determine the direction of such effects. Evidence attests that these effects are (a) prompted by bodily sensations, not conceptual knowledge, (b) rather limited in scope, and (c) reversible in direction under certain circumstances. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joan Meyers-Levy & Rui (Juliet) Zhu & Lan Jiang, 2010. "Context Effects from Bodily Sensations: Examining Bodily Sensations Induced by Flooring and the Moderating Role of Product Viewing Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 1-14, June.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:1:p:1-14
    DOI: 10.1086/649028
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    Cited by:

    1. Arno Apffelstaedt & Lydia Mechtenberg, 2021. "Competition for Context-Sensitive Consumers," Management Science, INFORMS, vol. 67(5), pages 2828-2844, May.
    2. Yazdanparast, Atefeh & Ketron, Seth, 2023. "The effect of color lightness on anticipated product comfort: The role of the lightness-softness cross-modal correspondence," Journal of Business Research, Elsevier, vol. 165(C).
    3. Wang, Yihan & Zhong, Ke & Liu, Qihua, 2022. "Let criticism take precedence: Effect of side order on consumer attitudes toward a two-sided online review," Journal of Business Research, Elsevier, vol. 140(C), pages 403-419.
    4. Jha, Subhash & Balaji, M.S. & Peck, Joann & Oakley, Jared & Deitz, George D., 2020. "The Effects of Environmental Haptic Cues on Consumer Perceptions of Retailer Warmth and Competence," Journal of Retailing, Elsevier, vol. 96(4), pages 590-605.
    5. Imschloss, Monika & Kuehnl, Christina, 2019. "Feel the Music! Exploring the Cross-modal Correspondence between Music and Haptic Perceptions of Softness," Journal of Retailing, Elsevier, vol. 95(4), pages 158-169.
    6. Tuk, Mirjam A. & Verlegh, Peeter W.J. & Smidts, Ale & Wigboldus, Daniël H.J., 2019. "You and I have nothing in common: The role of dissimilarity in interpersonal influence," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 49-60.
    7. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    8. Möller, Jana & Herm, Steffen, 2013. "Shaping Retail Brand Personality Perceptions by Bodily Experiences," Journal of Retailing, Elsevier, vol. 89(4), pages 438-446.
    9. Franklin Bailey Norwood & Glynn Tonsor & Jayson L Lusk, 2019. "I Will Give You My Vote but Not My Money: Preferences for Public versus Private Action in Addressing Social Issues," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 41(1), pages 96-132, March.

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