Top Or Bottom of the Screen? Vertical Position As a Representation of Rationality and Emotionality

Luca Cian, University of Michigan, USA
Norbert Schwarz , University of Southern California, USA
Aradhna Krishna , University of Michigan, USA
We propose that concepts such as rationality and emotions has to do with a perceptual representation of verticality. In four studies, we show the association of rational with “up” and of emotional with “down.” Our findings suggest that this metaphorical association is able to affect consumer’s perceptions, interpretations, and attitudes.
[ to cite ]:
Luca Cian, Norbert Schwarz , and Aradhna Krishna (2014) ,"Top Or Bottom of the Screen? Vertical Position As a Representation of Rationality and Emotionality", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 436-436.