From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products

Abstract

AbstractThis research examines whether and how feelings of physical constraints can increase consumers’ preference for mind-expanding products, such as products that broaden perspectives and viewpoints. Three studies show that feelings of physical constraints (such as when consumers commute and buckle their seatbelts, which restricts their movement) motivate them to increase mental space and break free from mental limitations as an alternative way to compensate for the physical restrictions they experience. As a result, consumers prefer mind-expanding products more because the content of these products helps them expand their mental space. Together, the current research integrates and extends theories of fluid compensatory consumption and offers actionable managerial implications for marketers.