On Southbound Ease and Northbound Fees: Literal Consequences of the Metaphoric Link Between Vertical Position and Cardinal Direction

The metaphoric relationship between cardinal direction and vertical position influences consumers’ price expectations and shopping decisions. Consumers implicitly associate “north” with “up” and “south” with “down.” As a consequence, they judge difficult and “uphill” travel to be northward and northward travel to be difficult and “uphill.” The perceived difficulty of northward travel increases consumers’ price expectations for northward services and increases intentions to visit stores described as south of a reference point, especially when ease of travel is important.



Citation:

Leif Nelson and Joseph Simmons (2008) ,"On Southbound Ease and Northbound Fees: Literal Consequences of the Metaphoric Link Between Vertical Position and Cardinal Direction", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 233-236.

Authors

Leif Nelson, University of California, San Diego
Joseph Simmons, Yale University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

Read More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.