סמינר בשיווק

Speaker: Liat Levontin,IDC

Abstract

No one likes feeling empty. When people experience emptiness of resources, they seek ways to gain new resources and refrain from further expending of resources. This research demonstrates how exposure to emptying (vs. filling) by performing simple acts of emptying (vs. filling) of a glass vase, coat pockets, or a glass jar, or by watching a clip of a bag being emptied (vs. filled) that do not involve actual loss of resources, trigger the cognitive metaphor of resource deficiency. The resource deficiency metaphor in turn leads people to engage in resource replenishment behaviors such as eating candy or using Bonus money for a dream vacation and to disengage from resource expending behaviors such as donating to charities or helping others.