The Daily Stat from Harvard Business Review

 

March 27, 2015 Different Shelf Positions Prompt Different Types of Thinking in Consumers When people have to look downward to see a product, their thinking becomes more concrete; when they have to look upward, it becomes more abstract, says a team led by Anneleen van Kerckhove, a researcher at Ghent University in Belgium. Abstract processing has several effects on consumers, such as increasing their willingness to pay. The presumed source of the effect is that people are accustomed to looking downward to process nearby, concrete information and upward to absorb distant, more-abstract information, the researchers say. SOURCE: The Floor Is Nearer than the Sky: How Looking Up or Down Affects Construal Level

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