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This article proposes a novel approach to assess the effect that upward-downward postures have on consumers’ decision-making.The effect of approach-avoidance motor actions has been extensively covered in the embodiment literature.The works of upward-downward actions,however,have received limited attention.The authors examine how upward-downward actions affect consumer behaviors.Across three studies,they demonstrate that (1a)compared with upward postures,people with downward postures incline to evaluate ambiguous goods negatively; (1b)are less likely to choose the vice options( product/experience/activity) ; (2) the influence that upward-downward postures leave on choices for vice-virtue options is mediated by cognitive control.In addition to pointing out that placing the vice products on the upper shelves would do good to sales,the authors discuss other important managerial implications regarding the valence of options that consumers face.