Kinetics and consumer orientations: how body movement direction and self-efficacy jointly shape product preferences and risk-taking decisions

Purpose This study investigates how body movement direction (forward vs backward) and self-efficacy jointly shape consumer preferences and risk-taking. Drawing on embodied-cognition theory, it examines whether physical movement through space acts as an approach or avoidance cue, and whether its effects depend on consumers' internal confidence. Rather than testing universal main effects, the study focuses on the interaction between embodied movement and self-efficacy in influencing utilitarian versus hedonic product preferences and willingness to take financial risks. The aim is to clarify when and for whom spatial movement cues meaningfully affect consumer decision-making. Design/methodology/approach A field experiment was conducted aboard passenger trains, using seat orientation (forward- vs backward-facing) as a natural manipulation of body movement direction. Participants completed a brief movement-direction priming task, rated their preferences for utilitarian and hedonic products, and made a choice in a hypothetical risk-taking scenario. Self-efficacy was measured using the New General Self-Efficacy (NGSE) scale. Interaction effects between movement direction and self-efficacy were tested using moderation analyses, the Johnson–Neyman techniques and difference-score analyses, controlling for travel characteristics and demographics. Findings Results show no robust main effects of movement direction or self-efficacy alone. Instead, a significant interaction emerges. Among consumers high in self-efficacy, forward movement increases preference for utilitarian (over hedonic) products and enhances willingness to engage in risk-taking. These effects disappear under backward movement and are absent among low self-efficacy consumers, whose choices remain largely unaffected by movement direction. The findings demonstrate that embodied movement cues influence consumer behavior only when aligned with internal confidence, highlighting self-efficacy as a key boundary condition of embodied approach effects. Research limitations/implications The study relies on a quasi-experimental field design, which limits full causal inference despite mitigating self-selection concerns. Cultural specificity (Italy) may constrain generalizability, as spatial metaphors vary across cultures. Psychological mechanisms such as promotion focus or affect were inferred rather than directly measured. Future research should employ randomized laboratory designs, test different cultural contexts and movement dimensions, and directly examine mediating processes. The study contributes to embodied cognition literature by showing that bodily movement effects are conditional rather than universal, depending on individual self-efficacy. Practical implications Marketers can leverage forward-motion cues in transit environments, store layouts and digital interfaces to promote functional, goal-oriented choices among confident consumers. Forward-flow pathways, directional signage and progression-based digital navigation may enhance receptivity to utilitarian products and riskier options for high self-efficacy segments. However, such cues may be ineffective or uncomfortable for low self-efficacy consumers. Designing flexible environments that allow both forward momentum and low-pressure alternatives can help tailor experiences to diverse confidence profiles. Social implications Understanding how physical environments interact with individual confidence can support more inclusive and psychologically congruent consumer experiences. Spatial cues such as forward movement do not affect all individuals equally and may unintentionally disadvantage less confident consumers. Public communication, services and choice architectures can be designed to recognize these differences, promoting empowerment without pressure. These findings highlight how subtle environmental features shape decision-making and underscore the importance of aligning physical contexts with psychological diversity. Originality/value This study provides field evidence that actual bodily movement through space – rather than imagined or visual cues – interacts with self-efficacy to shape consumer preferences and risk-taking. It advances embodied-cognition theory by demonstrating that movement cues are not universally effective but operate as conditional primes moderated by internal confidence. By identifying self-efficacy as a boundary condition, the study refines spatial metaphor theory and extends it to real-world consumption contexts, offering a more nuanced understanding of when embodied experiences influence behavior.