The commentaries make important points, including ones about the purposeful uses of embodiment effects. Research examining such effects needs to look at how such effects play themselves out in people's everyday lives. Research might usefully integrate work on embodiment with work on attribution and work in other disciplines concerned with body–psyche connections (e.g., research on somaticizing versus “psychologizing” illnesses and hypercognizing versus hypocognizing emotions). Such work may help us understand the way positive and negative feedback loops operate as culture, psyche, and body make each other up. Copyright © 2009 John Wiley & Sons, Ltd.