What is embodied cognition and how to apply it

What is embodied cognition?

Embodied cognition is the study of how the physical body and environment affect a person’s cognitive process. 

A series of questions related to physical stature and mental states provide respondent background characteristics that, when cross-referenced by purchase/usage behavior or brand perceptions, helps complete a picture of the environment of a respondent’s experiences.

Using embodied cognition in your research 

In this section, you will find a set of survey questions followed by example applications in which embodied cognition information may be used. 

Survey questions introduction: The following are several questions about you, specifically related to your physical self.

• Comparing your height to other people, do you think you are shorter, pretty much the same as, or taller than other people?
• Comparing your weight to other people, do you think you weigh less, pretty much the same as, or weigh more than other people?
• Thinking about the amount of physical activity you do, in a typical week how many hours do you spend doing some form of exercise (for example, walking, running, biking, working out at a gym)? 
• Comparing yourself to other people, do you exercise more, less, or pretty much the same as other people?
• When you talk with another person, do you often use your hands to articulate or help emphasize what you are saying? (Yes, No)
• Compared to other people, do you think you laugh more, less, or pretty much the same as other people?
• Do you currently play any form of musical instrument? (Yes, No)
• Thinking about the indoor places where you work, shop, or live, do you generally like the temperature to be warmer or cooler?
• When you reach for things, to pick them up, do you tend to use your left or right hand? 
• Which do you consider yourself to be: left-handed or right-handed or use both about equally?
• How often do you suffer from physical pain that requires your to take some form of pain relief medication? (Never, not at all often, occasionally, frequently).
• Compared to other people, how strong is your desire to have everything clean and orderly in your life? Stronger, pretty much the same, less strong.
• Compared to other people, how often do you think you wash your hands? More frequently, as often as anyone else, less frequently.
• Compared to other people, how would you rate your level of stress: much less stressed, much more stress, pretty much the same level of stress as everyone else?
• Which of the two following statements best describes you: 1) I am always very focused, or, 2) My mind tends to wander.
• Thinking generally about foods or beverages you consume, which taste do you prefer? (ask all possible pairings, with rotations, for bitter or sweet, sour, and salty).  
• Count the number of times each taste is preferred. Classify a respondent by the taste that is selected 3 times (i.e., preferred to all other tastes). Otherwise, classify as ambivalent.

Applications and examples of use

• Handedness, or positioning products to the left or right, can influence perceptions of good or bad.
• A shopper’s height influences shelf interactions when shopping.
• Levels of physical activity, laughing, musicality, and stress provide insight into a person’s general perspective on life (e.g., positive vs. negative).
• Physical temperature can influence the nature of social interactions.
• Taste preferences are indicative of personality characteristics.