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

  title={The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use},
  author={Joan Meyers-Levy and Rui (Juliet) Zhu},
  journal={Journal of Consumer Research},
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… 

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