Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to writing a review or viewing branded content. This work presents a consumer-based taxonomy of these digital engagement practices. By means of a literature review and expert surveys, we created an overview of the ways in which consumers digitally engage with brands across different media formats and platforms. A consumer sample then classified all practices into five distinct types of digital engagement practices (for fun practices, learning practices, customer feedback, work for a brand, talk about a brand). A subsequent survey on another consumer sample showed that the five types of practices are differently related to the three motivational states of customer brand engagement (cognitive, emotional and behavioral). The taxonomy of digital engagement practices integrates prior research. We provide implications for managing digital customer engagement.

In recent years, embodiment theories have become a major conceptual framework for understanding the mind, including the social mind (Niedenthal, Barsalou, Winkielman, Krauth-Gruber, & Ric, 2005; Schubert & Semin, 2009). The idea of embodiment theories is that higher level processing is grounded in the organism's sensory and motor experiences; hence, such frameworks are often called grounded cognition theories (Barsalou, 2008; Wilson, 2002). According to embodiment theories, processing of information about, for example, tools, flavors, melodies, driving directions, emotional faces, social and personality characteristics, and even abstract social, moral, emotional, or motivational concepts, along with many other kinds of information, is influenced, informed, associated with, and sometimes dependent on perceptual, somatosensory, and motor resources. In this chapter, we illustrate advances in the power of this account of how information processing works and discuss where new limits and challenges are being revealed. The structure of the chapter is roughly as follows. We begin by contrasting embodiment theories with their main competitors-theories that emphasize the amodal, propositional nature of mental representations. We then review some evidence for embodied processing in more cognitive domains. We then move on to a detailed description of research on embodied processing's role in emotional perception and emotional language comprehension, the role of embodied metaphor in understanding interpersonal relations and morality, and the role of mimicry in social judgment. Finally, we discuss the

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Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right‐handers, who monitor situational constraints, recall product orientations better and prefer products for which the handle is oriented in the direction of the hand used for grasping. When their ability to monitor situational constraints is impaired, the preference for easy‐to‐grasp products is attenuated. The findings highlight that motor fluency is a relevant cue for decision making when consumers assess how to interact with a product. The implications of these results for embodiment and fluency research are discussed.