Left-Right Or Top-Down? the Effect of Horizontal Versus Vertical Scale Orientation on Consumer Judgments

Online surveys are widely used to understand human behavior, and one design choice is whether to horizontally or vertically orient scales. Five experiments demonstrate a Verticality Effect where vertical (v. horizontal) scale orientations result in lower evaluations, and that this effect stems from relative endpoint inattention for vertically oriented scales.


Ellie Kyung, Manoj Thomas, and Aradhna Krishna (2019) ,"Left-Right Or Top-Down? the Effect of Horizontal Versus Vertical Scale Orientation on Consumer Judgments", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 222-226.


Ellie Kyung, Dartmouth College, USA
Manoj Thomas, Cornell University, USA
Aradhna Krishna, University of Michigan, USA


NA - Advances in Consumer Research Volume 47 | 2019

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