This research investigates how physiological factors such as muscle activation and sensory sensitivity affect consumers’ mindsets and ultimately their shopping and dining behaviors. In one set of studies, we show that alternative shopping cart designs differentially activate the flexor or extensor muscles, thereby inducing approach or avoidance mindsets and more or fewer purchases respectively. In another set of studies, we show that inducing abstract (rather than concrete) mindset reduces the body’s physiological sensitivity to sensory stimulation, thereby reducing perceived noise and increasing relaxation while dining. Together these studies highlight the interdependence of body and mind in consumer choice and experience.

If you would like to know more about Zach's work, his CV is linked here