Verticality and Conceptual Metaphors: A Systematic Review

Cian, Luca. "Verticality and Conceptual Metaphors: A Systematic Review." Journal of the Association for Consumer Research 2, No. 4 (2017): 444-459

Darden Business School Working Paper No. 3091426

16 Pages Posted: 3 Jan 2018

See all articles by Luca Cian

Luca Cian

University of Virginia - Darden School of Business

Date Written: December 20, 2017

Abstract

Verticality (the position of a physical object along the vertical dimension) is a basic aspect of human life. As such, it is co-opted for multiple metaphorical associations. In this review, building on the conceptual metaphor theory, we examine how the vertical dimension is metaphorically connected with critical constructs such as power, valence, concreteness, direction, and rationality/emotions, with important consequences for consumer experience and response.

We introduce the verticality-manipulation taxonomy, which highlights new ways to think about the research on this topic. This taxonomy has five dimensions: the object’s verticality, the viewer’s verticality, the imagined verticality, the vertical associations, and the abstract domains. We then identify open issues and conflicting results in the current literature, and we indicate some insights for further research on this topic. We also summarize the key managerial implications arising from the wealth of research on this topic.

Keywords: verticality, conceptual metaphor, vertical dimension, power, rational, valence, concreteness, direction, sensory marketing

Suggested Citation

Cian, Luca, Verticality and Conceptual Metaphors: A Systematic Review (December 20, 2017). Cian, Luca. "Verticality and Conceptual Metaphors: A Systematic Review." Journal of the Association for Consumer Research 2, No. 4 (2017): 444-459 ; Darden Business School Working Paper No. 3091426. Available at SSRN: https://ssrn.com/abstract=3091426

Luca Cian (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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