Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk

  • Received : 2020.01.29
  • Accepted : 2020.03.24
  • Published : 2020.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of "no pain, no gain", that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.

Keywords

References

  1. Albarracin, Dolores, Ian M. Handley, Kenji Noguchi, Kathleen C. McCulloch, Hong Li, Joshua Leeper, Rick D. Brown, and William P. Hart (2008), "Increasing and Decreasing Motor and Cognitive Output: A Model of General Action and Inaction Goals," Journal of Personality and Social Psychology, 95(3), 510-523. https://doi.org/10.1037/a0012833
  2. Anderson, Cameron, and Adam D. Galinsky (2006), "Power, Optimism, and Risk-taking," European Journal of Social Psychology, 36 (4), 511-536. https://doi.org/10.1002/ejsp.324
  3. Averill, James R. (1973), "Personal Control over Aversive Stimuli and Its Relationship to Stress," Psychological Bulletin, 80(4), 286-303. https://doi.org/10.1037/h0034845
  4. Bargh, John A., and Tanya L. Chartrand (1999), "The Unbearable Automaticity of Being," American Psychologist, 54(7), 462-479. https://doi.org/10.1037/0003-066X.54.7.462
  5. Carney, Dana R., Amy JC Cuddy, and Andy J. Yap (2010), Power Posing: Brief Nonverbal Displays Affect Neuroendocrine Levels and Risk Tolerance," Psychological Science, 21 (10), 1363-1368. https://doi.org/10.1177/0956797610383437
  6. Fast, Nathanael J., Deborah H. Gruenfeld, Niro Sivanathan, and Adam D. Galinsky (2009), "Illusory Control: A Generative Force behind Power's Far-reaching Effects," Psychological Science, 20(4), 502-508. https://doi.org/10.1111/j.1467-9280.2009.02311.x
  7. Fischer, Peter, Andreas Kastenmuller, and Kathrin Asal (2012), "Ego Depletion Increases Risk-taking," The Journal of Social Psychology, 152(5), 623-638. https://doi.org/10.1080/00224545.2012.683894
  8. Freeman, Nicholas, and Mark Muraven (2010), "Self-control Depletion Leads to Increased Risk Taking," Social Psychological and Personality Science, 1 (2), 175-181. https://doi.org/10.1177/1948550609360421
  9. Galinsky, Adam D., Derek D. Rucker, and Joe C. Magee (2015), "Power: Past Findings, Present Considerations, and Future Directions," in APA Handbook of Personality and Social Psychology, Vol. 3, Mario Mikulincer and Phillip R. Shaver, eds., Washington, D.C.: American Psychological Association, 421-460.
  10. Gitin, Sharon R. (1970), "A Dimensional Analysis of Manual Expression," Journal of Personality and Social Psychology, 15 (3), 271-277. https://doi.org/10.1037/h0029435
  11. Goldsmith, Kelly, Eunice Kim Cho, and Ravi Dhar (2012), "When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion," Journal of Marketing Research, 49(6), 872-881. https://doi.org/10.1509/jmr.09.0421
  12. Hepler, Justin, and Dolores Albarracin (2013), "Complete Unconscious Control: Using (In)Action Primes to Demonstrate Completely Unconscious Activation of Inhibitory Control Mechanisms," Cognition, 128(3), 271-279. https://doi.org/10.1016/j.cognition.2013.04.012
  13. Huang, Li, Adam D. Galinsky, Deborah H. Gruenfeld, and Lucia E. Guillory (2011), "Powerful Postures versus Powerful Roles: Which is the Proximate Correlate of Thought and Behavior?," Psychological Science, 22(1), 95-102. https://doi.org/10.1177/0956797610391912
  14. Hung, Iris W., and Aparna A. Labroo (2011), "From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation," Journal of Consumer Research, 37(6), 1046-1064. https://doi.org/10.1086/657240
  15. Inesi, M. Ena, Simona Botti, David Dubois, Derek D. Rucker, and Adam D. Galinsky (2011), "Power and Choice: their Dynamic Interplay in Quenching the Thirst for Personal Control," Psychological Science, 22(8), 1042-1048. https://doi.org/10.1177/0956797611413936
  16. Kahneman, Daniel, and Amos Tversky (1979), "Prospect Theory: An Analysis of Decision under Risk," Econometrica, 47(2), 263-292. https://doi.org/10.2307/1914185
  17. Langer, Ellen J. (1975), "The Illusion of Control," Journal of Personality and Social Psychology, 32(2), 311-328. https://doi.org/10.1037/0022-3514.32.2.311
  18. Lefcourt, Herbert M. (1973), "The Function of the Illusions of Control and Freedom," American Psychologist, 28(5), 417-425. https://doi.org/10.1037/h0034639
  19. Lerner, Jennifer S., and Dacher Keltner (2001), "Fear, Anger, and Risk," Journal of Personality and Social Psychology, 81(1), 146-159. https://doi.org/10.1037/0022-3514.81.1.146
  20. Lerner Jennifer S., Roxana M. Gonzalez, Deborah A. Small, and Baruch Fischhoff (2003), "Effects of Fear and Anger on Perceived Risks of Terrorism: A National Field Experiment," Psychological Science, 14(2), 144-150. https://doi.org/10.1111/1467-9280.01433
  21. Kim, Sara, and Ann L. McGill (2011), "Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception," Journal of Consumer Research, 38(1), 94-107. https://doi.org/10.1086/658148
  22. Magee, Joe C., and Adam D. Galinsky (2008), "Social Hierarchy: The Self-Reinforcing Nature of Power and Status," Academy of Management Annals, 2(1), 351-398. https://doi.org/10.5465/19416520802211628
  23. Morris, Michael W., Tanya Menon, and Daniel R. Ames (2001), "Culturally Conferred Conception of Agency: A Key to Social Perception of Persona, Groups, and Other Actors," Journal of Personality and Social Psychology, 5(2), 169-182.
  24. Novemsky, Nathan, and Ravi Dhar (2005), "Goal Fulfillment and Goal Targets in Sequential Choice," Journal of Consumer Research, 32(3), 396-404. https://doi.org/10.1086/497551
  25. Ranehill Eva, Anna Dreber, Magnus Johannesson, Susanne Leiberg, Sunhae Sul, and Roberto A. Weber (2015), "Assessing the Robustness of Power Posing: No Effect on Hormones and Risk Tolerance in a Large Sample of Men and Women," Psychological Science, 26(5), 653-656. https://doi.org/10.1177/0956797614553946
  26. Ross, Lee, and Richard E. Nisbett (1991), The Person and the Situation: Perspectives of Social Psychology. New York, NY: McGraw Hill.
  27. Rucker, Derek D., Adam D. Galinsky, and David Dubois (2012), "Power and Consumer Behavior: How Power Shapes Who and What Consumers Value," Journal of Consumer Psychology, 22(3), 352-368. https://doi.org/10.1016/j.jcps.2011.06.001
  28. Schubert, Thomas W. (2004), "The Power in Your Hand: Gender Differences in Bodily Feedback from Making a Fist," Personality and Social Psychology Bulletin, 30(6), 757-769. https://doi.org/10.1177/0146167204263780
  29. Spencer, Steven J., Mark P. Zanna, and Geoffrey T. Fong (2005), "Establishing a Causal Chain: Why Experiments are Often More Effective than Mediational Analyses in Examining Psychological Processes," Journal of Personality and Social Psychology, 89 (6), 845-851. https://doi.org/10.1037/0022-3514.89.6.845
  30. Thompson, Suzanne C., Wade Armstrong, and Craig Thomas (1998), "Illusions of Control, Underestimations, and Accuracy: A Control Heuristic Explanation," Psychological Bulletin, 123(2), 143-161. https://doi.org/10.1037/0033-2909.123.2.143