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The Floor Is Nearer than the Sky: How Looking Up or Down Affects Construal Level

Author

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  • Anneleen Van Kerckhove
  • Maggie Geuens
  • Iris Vermeir

Abstract

This research shows that consumers select a different product when they look down versus up. Because (1) people are accustomed to looking down to process nearby stimuli and to looking up to process distant stimuli, and because (2) perceived distance is linked to concrete versus abstract processing, the association between moving one's eyes or head down or up and concrete versus abstract processing has become overly generalized. A series of three experiments highlights that downward (upward) head and eye movements evoke more concrete (abstract) processing because downward (upward) head or eye movements have come to serve as a proximity (distance) cue. Two additional experiments indicate downstream behavioral consequences of moving one's eyes or head down versus up. Consumers choose more for feasible versus desirable products when looking down and vice versa when looking up. They also tend to be more preference-consistent when looking down versus up.

Suggested Citation

  • Anneleen Van Kerckhove & Maggie Geuens & Iris Vermeir, 2015. "The Floor Is Nearer than the Sky: How Looking Up or Down Affects Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1358-1371.
    • Handle: RePEc:oup:jconrs:doi:10.1086/679309
    DOI: 10.1086/679309
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    Cited by:

    1. Junzhou Zhang & Yuping Liu-Thompkins, 2024. "Personalized email marketing in loyalty programs: The role of multidimensional construal levels," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 196-216, January.
    2. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    3. Kelting, Katie & Berry, Christopher & van Horen, Femke, 2019. "The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset," Journal of Business Research, Elsevier, vol. 99(C), pages 264-274.
    4. Yim, Mark Yi-Cheon & Lee, JeongGyu & Jeong, Haeyoung, 2021. "Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Lin, Ying-Ching & Chang, Chiu-Chi Angela, 2021. "Influencing Consumer Responses to Highly Aesthetic Products: The Role of Mindsets," Journal of Retailing, Elsevier, vol. 97(3), pages 459-476.
    6. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    7. Chan, Eugene Y. & Northey, Gavin, 2021. "Luxury goods in online retail: How high/low positioning influences consumer processing fluency and preference," Journal of Business Research, Elsevier, vol. 132(C), pages 136-145.
    8. Barone, Michael J. & Coulter, Keith S. & Li, Xingbo, 2020. "The Upside of Down: Presenting a Price in a Low or High Location Influences How Consumers Evaluate It," Journal of Retailing, Elsevier, vol. 96(3), pages 397-410.
    9. Wongkitrungrueng, Apiradee & Valenzuela, Ana & Sen, Sankar, 2018. "The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice," Journal of Retailing, Elsevier, vol. 94(3), pages 280-295.

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