Malleable Estimation: the Effect of Language Directionality on Spatial Sets

Oscar Moreno, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA
This research introduces a spatial bias arising as the result of language-scanning habits. Through four lab and one field study it demonstrates how habitual reading patterns and the design of spatial sets can influence consumer estimation processes and preferences.
[ to cite ]:
Oscar Moreno, Himanshu Mishra, and Arul Mishra (2013) ,"Malleable Estimation: the Effect of Language Directionality on Spatial Sets", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.