Do Lilliputians See the Big Picture? the Effect of Physical Level on the Level of Construal

Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
Drawing on research on grounded cognition, we show in four studies that raising physical height can raise the level of mental construal – a translation from physical reality to metaphorical concept – such that those imagining at physically higher (lower) levels behave like those at conceptually higher (lower) construal levels.
[ to cite ]:
Pankaj Aggarwal and Min Zhao (2012) ,"Do Lilliputians See the Big Picture? the Effect of Physical Level on the Level of Construal", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 66-69.