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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Featured

Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

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.