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The floor is nearer than the sky: how looking up or down affects construal level

Anneleen Van Kerckhove (UGent) , Maggie Geuens (UGent) and Iris Vermeir (UGent)
(2015) JOURNAL OF CONSUMER RESEARCH. 41(6). p.1358-1371
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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.
Keywords
ATTITUDE, DESIRABILITY, SPACE, LOWER VISUAL-FIELD, PSYCHOLOGICAL DISTANCE, EYE-MOVEMENTS, MENTAL REPRESENTATION, CONCEPTUAL SCOPE, CATEGORIZATION, BEHAVIOR

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Citation

Please use this url to cite or link to this publication:

Chicago
Van Kerckhove, Anneleen, Maggie Geuens, and Iris Vermeir. 2015. “The Floor Is Nearer Than the Sky: How Looking up or down Affects Construal Level.” Journal of Consumer Research 41 (6): 1358–1371.
APA
Van Kerckhove, A., Geuens, M., & Vermeir, I. (2015). The floor is nearer than the sky: how looking up or down affects construal level. JOURNAL OF CONSUMER RESEARCH, 41(6), 1358–1371.
Vancouver
1.
Van Kerckhove A, Geuens M, Vermeir I. The floor is nearer than the sky: how looking up or down affects construal level. JOURNAL OF CONSUMER RESEARCH. 2015;41(6):1358–71.
MLA
Van Kerckhove, Anneleen, Maggie Geuens, and Iris Vermeir. “The Floor Is Nearer Than the Sky: How Looking up or down Affects Construal Level.” JOURNAL OF CONSUMER RESEARCH 41.6 (2015): 1358–1371. Print.
@article{6992969,
  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.},
  author       = {Van Kerckhove, Anneleen and Geuens, Maggie and Vermeir, Iris},
  issn         = {0093-5301},
  journal      = {JOURNAL OF CONSUMER RESEARCH},
  keyword      = {ATTITUDE,DESIRABILITY,SPACE,LOWER VISUAL-FIELD,PSYCHOLOGICAL DISTANCE,EYE-MOVEMENTS,MENTAL REPRESENTATION,CONCEPTUAL SCOPE,CATEGORIZATION,BEHAVIOR},
  language     = {eng},
  number       = {6},
  pages        = {1358--1371},
  title        = {The floor is nearer than the sky: how looking up or down affects construal level},
  url          = {http://dx.doi.org/10.1086/679309},
  volume       = {41},
  year         = {2015},
}

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