• DOI:10.1086/519146
Corpus ID: 16607244

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

@article{MeyersLevy2007TheIO,
  title={The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use},
  author={Joan Meyers-Levy and R. Zhu},
  journal={Journal of Consumer Research},
  year={2007},
  volume={34},
  pages={174-186}
}

Joan Meyers-Levy, R. Zhu

Published 2007

Psychology

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… CONTINUE READING

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