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Verticality and Conceptual Metaphors: A Systematic Review

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  • Luca Cian

Abstract

Verticality (the position of a physical object along the vertical dimension) is a basic aspect of human life. As such, it is co-opted for multiple metaphorical associations. In this review, building on the conceptual metaphor theory, we examine how the vertical dimension is metaphorically connected with critical constructs such as power, valence, concreteness, direction, and rationality/emotions, with important consequences for consumer experience and response. We introduce the verticality-manipulation taxonomy, which highlights new ways to think about the research on this topic. This taxonomy has five dimensions: the object’s verticality, the viewer’s verticality, the imagined verticality, the vertical associations, and the abstract domains. We then identify open issues and conflicting results in the current literature, and we indicate some insights for further research on this topic. We also summarize the key managerial implications arising from the wealth of research on this topic.

Suggested Citation

  • Luca Cian, 2017. "Verticality and Conceptual Metaphors: A Systematic Review," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(4), pages 444-459.
    • Handle: RePEc:ucp:jacres:doi:10.1086/694082
    DOI: 10.1086/694082
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    Cited by:

    1. Gwijeong Park & Fangxin Chen & Le Cheng, 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    2. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," Journal of Business Research, Elsevier, vol. 135(C), pages 508-518.
    3. Katina Kulow & Keith S. Coulter & Michael J. Barone & Xingbo (Bo) Li, 2022. "How internal reference prices determine when a price’s location will influence consumer judgments," Marketing Letters, Springer, vol. 33(4), pages 563-575, December.
    4. 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.
    5. Lin, Yanfeng & Ye, Shenghong & Liu, Guangrui & Lin, Zhiheng, 2024. "Up or down? The effect of vertical display on consumers’ attitude toward recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," LSE Research Online Documents on Economics 111511, London School of Economics and Political Science, LSE Library.

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