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

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.


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.


Brian Meier, Gettysburg College, USA
Julie Chen, Gettysburg College, USA
Arlen Moller, Northwestern University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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