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

Journal of Marketing Research, Forthcoming

38 Pages Posted: 15 Feb 2007 Last revised: 8 May 2012

Leif D. Nelson

University of California, Berkeley - Haas School of Business

Joseph P. Simmons

University of Pennsylvania - The Wharton School

Date Written: 2009

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).

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: https://ssrn.com/abstract=963159 or http://dx.doi.org/10.2139/ssrn.963159

Leif D. Nelson (Contact Author)

University of California, Berkeley - Haas School of Business ( email )

545 Student Services Building, #1900
2220 Piedmont Avenue
Berkeley, CA 94720
United States

Joseph P. Simmons

University of Pennsylvania - The Wharton School ( email )

3733 Spruce Street
Philadelphia, PA 19104-6374
United States

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