When Up Is Down: Natural Height Congruency in Product Evaluation

In marketing, height is viewed as an advantage in shelving and advertising schemes (i.e. “top shelf” liquor). This notion is supported by metaphor research, showing positive associations for higher items. The current research indicates that up may not always be good – rather, concordance with natural height expectations may determine evaluations.


Michael Giblin, Aner Tal, and Brian Wansink (2012) ,"When Up Is Down: Natural Height Congruency in Product Evaluation", 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: 1063-1064.


Michael Giblin, University at Buffalo, USA
Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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