Uppers and Downers: Conveying Product Activity Level With Diagonals

Ann Schlosser, University of Washington, USA
Ruchi Rikhi, University of Washington, USA
This research examines the persuasive implications of different diagonal orientations of text and images on pre- and post- consumption evaluations. We propose and find across three studies that because upward (vs. downward) diagonals convey different degrees of activity, judgments are more favorable when activity (vs. relaxation) goals are activated.
[ to cite ]:
Ann Schlosser and Ruchi Rikhi (2012) ,"Uppers and Downers: Conveying Product Activity Level With Diagonals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 980-981.