3C Such Great Heights: Visualization of Height Increases Luxury Perceptions in Consumers

Height is a powerful cultural metaphor for power. However, the effect that height has on luxury perceptions has not been extensively studied. When consumers encounter high-up places, they may be subject to perceptions of effort and exclusivity. This paper aims to unravel the underlying mechanisms of height and luxury perceptions.


Huan You, Yan Zhang, Fang Wan, and Andrew Lee (2019) ,"3C Such Great Heights: Visualization of Height Increases Luxury Perceptions in Consumers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.


Huan You, University of Manitoba, Canada
Yan Zhang, National University of Singapore, Singapore
Fang Wan, University of Manitoba, Canada
Andrew Lee, University of Manitoba, Canada


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Presidential Address

Stacy Wood, North Carolina State University

Read More


Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More


Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

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.