Malleable Estimation: the Effect of Language Directionality on Spatial Sets
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.
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, Pages: .
Oscar Moreno, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA
NA - Advances in Consumer Research Volume 41 | 2013
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