Getting a Handle on Sales: Shopping Carts Affect Purchasing by Activating Arm Muscles

نویسندگان

چکیده

This research demonstrates that the physical properties of shopping carts influence purchasing and spending. Prior on ergonomics indicates standard carts, which are pushed via a horizontal handlebar, likely to activate arm extensor muscles. muscle activation, in turn, suggests activation may elicit less than flexor activation. The authors thus deduce be suboptimal for stimulating purchases. predicted with parallel handles (such as wheelbarrow or “walker”) would instead muscles increase purchasing. An electromyography study revealed both vertical more strongly upper (triceps), whereas (biceps). In field experiment, parallel-handle significantly substantially increased sales across broad range categories, including vice virtue products. Finally, simulated spending beyond handles. These results were not attributable novelty cart itself, participants’ mood, purely ergonomic factors.

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ژورنال

عنوان ژورنال: Journal of Marketing

سال: 2022

ISSN: ['1547-7185', '0022-2429']

DOI: https://doi.org/10.1177/00222429211061367