A great deal of attention has surrounded the role of embodied cognition
in human judgments; however, it has received very little research
attention, especially in the marketing field. This research is based on
the idea that the act of cutting can activate perceptions of severing
relationships, as well as eliciting a sense of independence. Study 1
showed that consumers are less likely to adopt a close friend's opinion
when they engage in the act of cutting an object with scissors. Study 2
demonstrated that people are less likely to trust the reviews of online
communities while cutting a piece of string with scissors. These lowered
intentions to adopt others' opinions appeared to be mediated by
increased psychological distances between the self and the information
provider. In other words, people who engage in the act of scissoring
unconsciously weaken or disconnect themselves from the information
providers, thereby choosing not to adopt others' opinions. This research
identifies the link between the physical activity of cutting and the
mental disconnection concerning social relationships. The results
provide implications in setting up an integrative framework of the
consumer decision-making process involving embodied cognition. [ABSTRACT
FROM AUTHOR]