Embodied gentleness effect: The influence of hand movements on food preferences

Imagine that you have just finished some hand grip exercises, or you have just finished putting together a puzzle. You find some grapes and apples on the kitchen table. Which fruit would you choose to eat? These scenarios depict a common consumption phenomenon where consumers engage in certain hand movements prior to making seemingly unrelated food decisions. Hands are one of the most frequently used body parts in consumers’ daily life so it is not surprising that consumer judgments and decisions can be shaped by hand sensations and movements (e.g., Elder and Krishna 2012; Hung and Labroo 2011; Krishna 2006; Krishna, Elder, and Caldara 2010; Krishna and Morrin 2008; Lee and Schwarz 2010; Peck and Shu 2009; Peck and Wiggins 2006; Xu, Zwick, and Schwarz 2012). This paper contributes to this realm of research by examining the influence of incidental hand movements on consumer food preferences. Specifically, we focus on how hand movement gentleness could shape consumer attitudes toward food