The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing

• Hung, Yu-Chen 
• Zheng, Xue 
• Carlson, Jamie 
• Giurge, Laura M. 

Indexed by

SSCI Scopus ABDC-A

Abstract

Heaviness　is　a　bodily　metaphor　used　to　express　sadness.　Building　on　embodied　cognition　theory　and　metaphor　theory,　we　argue　that　sadness　is　grounded　in　bodily　sensation　of　heaviness,　which　has　important　sensory　marketing　implications　for　engaging　consumer　senses　to　affect　consumer　decision-making　and　attitude　formation　processes.　We　found　support　for　this　metaphorical　link　between　heaviness　and　sadness　across　six　studies.　We　showed　that　carrying　a　heavy　bag　saddened　individuals　and　increased　the　valuation　of　a　teddy　bear.　Intention　to　donate　to　a　charity　supporting　endangered　tigers　increased　when　burdened　participants　watched　a　sad　video　about　these　animals.　Conversely,　sadness　induced　physical　heaviness　and　increased　preference　for　an　easy-to-maintain　sofa.　Further,　sad　individuals　disliked　an　advertisement　for　a　sports　drink　that　figured　energy-consuming　actions.　Our　findings　inform　sensory　marketing　practice　about　embedding　the　bodily　sensation　of　heaviness　to　induce　sadness　in　marketing　communication.

Keyword

• customer experience
• Embodied cognition
• heavy
• metaphor
• sadness
• sensory marketing

Author Community

[Hung, Yu-Chen] Singapore Univ Social Sci, Fac Business, Singapore, Singapore

[Zheng, Xue] CEIBS, Dept Org Behav & Human Resource Management, Shanghai, Peoples R China

[Carlson, Jamie] Univ Newcastle, Newcastle Business Sch, Newcastle, NSW, Australia

[Giurge, Laura M.] Erasmus Univ, Rotterdam Sch Management, Management, Rotterdam, Netherlands

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