Embodied Cognition, Sensory Marketing, and the Conceptualization of Consumers’ Judgment and Decision Processes: Introduction to the Issue

While the prior articles have implicitly assumed that embodiment effects work in the same way across individuals and contexts, Briñol et al. (2017) review evidence that the same bodily state can have different effects as a function of individual and contextual differences. For instance, classic work in embodiment shows that arm extension (vs. flexion) is associated with avoidance (vs. approach), which renders negative (vs. positive) feelings....