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

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  • Joan Meyers-Levy
  • Rui (Juliet) Zhu

Abstract

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 item-specific processing was indicated by people's reliance on integrated and abstract versus discrete and concrete ideation. Hence, this research sheds light on when and how ceiling height can affect consumers' responses. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joan Meyers-Levy & Rui (Juliet) Zhu, 2007. "The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 174-186, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:2:p:174-186
    DOI: 10.1086/519146
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