Embodied Real Estate: North-South Location Biases Housing Preference and Pricing

Brian Meier, Gettysburg College, USA
Julie Chen, Gettysburg College, USA
Arlen Moller, Northwestern University, USA
North and south are described using vertical language (e.g., uptown), which research shows biases evaluations (e.g., up = good). Three studies reveal that a north-south bias affects people’s decision on where to live in a city, perceptions of where wealthy city dwellers live, and housing prices in U.S. cities.
[ to cite ]:
Brian Meier, Julie Chen, and Arlen Moller (2011) ,"Embodied Real Estate: North-South Location Biases Housing Preference and Pricing ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.