Assimilative Versus Complementary Effects of Embodied Verticality: Neural and Behavioral Evidence

Four experiments resolve apparent discrepancies in previous work on the effects of verticality. Our conceptual model, based on a goal systems framework and supported by experimental and EEG evidence, explains the divergence in past research by introducing the distinction between static and dynamic phenomena in the study of embodied cognition.


Massimiliano Ostinelli, David Luna, Torsten Ringberg, and Seidi Suurmets (2020) ,"Assimilative Versus Complementary Effects of Embodied Verticality: Neural and Behavioral Evidence", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1074-1079.


Massimiliano Ostinelli, Winthrop University
David Luna, University of Central Florida, USA
Torsten Ringberg, Copenhagen Business School, Denmark
Seidi Suurmets, Copenhagen Business School


NA - Advances in Consumer Research Volume 48 | 2020

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