Details

Autor(en) / Beteiligte

• Meyers‐Levy, Joan
• Zhu, Rui (Juliet)
• John Deighton served as editor and Gavan Fitzsimons served as associate editor for this article

Titel

The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use

Ist Teil von

• The Journal of consumer research, 2007-08, Vol.34 (2), p.174-186

Ort / Verlag

Oxford: The University of Chicago Press

Erscheinungsjahr

2007

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• This article demonstrates that variations in ceiling height can prime concepts that, in turn, affect how consumers process information. We theorized that when reasonably salient, a high versus low ceiling can prime the concepts of freedom versus confinement, respectively. These concepts, in turn, can prompt consumers’ use of predominately relational versus item‐specific processing. Three studies found support for this theorizing. On a variety of measures, ceiling height–induced relational or item‐specific processing was indicated by people’s reliance on integrated and abstract versus discrete and concrete ideation. Hence, this research sheds light on when and how ceiling height can affect consumers’ responses.