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http://ssrn.com/abstract=963159
 
 

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On Southbound Ease and Northbound Fees: Literal Consequences of the Metaphoric Link between Vertical Position and Cardinal Direction


Leif D. Nelson


University of California, Berkeley - Haas School of Business

Joseph P. Simmons


University of Pennsylvania - The Wharton School; University of Pennsylvania - Operations & Information Management Department

2009

Journal of Marketing Research, Forthcoming

Abstract:     
Consumers are influenced by the metaphoric relationship between cardinal direction and vertical position (i.e., "north is up"). People think it will take longer to travel north than south (Study 1), that it will cost more to ship to a northern than to a southern location (Studies 2 and 6), and that a moving company will charge more (Studies 3a and 3b) for northward movement than for southward movement. Furthermore, people have greater intention to visit stores advertised to be south (vs. north) of a reference point (Study 4), especially when ease of travel is important (Study 5).

Number of Pages in PDF File: 38

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Date posted: February 15, 2007 ; Last revised: May 8, 2012

Suggested Citation

Nelson, Leif D. and Simmons, Joseph P., On Southbound Ease and Northbound Fees: Literal Consequences of the Metaphoric Link between Vertical Position and Cardinal Direction (2009). Journal of Marketing Research, Forthcoming. Available at SSRN: http://ssrn.com/abstract=963159 or http://dx.doi.org/10.2139/ssrn.963159

Contact Information

Leif D. Nelson (Contact Author)
University of California, Berkeley - Haas School of Business ( email )
545 Student Services Building
Berkeley, CA 94720
United States
Joseph P. Simmons
University of Pennsylvania - The Wharton School ( email )
3733 Spruce Street
Philadelphia, PA 19104-6374
United States
University of Pennsylvania - Operations & Information Management Department ( email )
Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104
United States
HOME PAGE: http://opimweb.wharton.upenn.edu/people/faculty.cfm?id=1666

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