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

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More

Featured

B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More

Featured

K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation

Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University

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.