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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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    7. Jia Li & Rachel McCrary, 2022. "Consumer communications and current events: a cross-cultural study of the change in consumer response to company social media posts due to the COVID-19 pandemic," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 173-183, June.
    8. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    9. Li, Yi-Na & Li, Yan & Chen, Haipeng (Allan) & Wei, Jiuchang, 2023. "How verbal and non-verbal cues in a CEO apology for a corporate crisis affect a firm’s social disapproval," Journal of Business Research, Elsevier, vol. 167(C).
    10. JinHyo Joseph Yun & Xiaofei Zhao & Tan Yigitcanlar & DooSeok Lee & HeungJu Ahn, 2018. "Architectural Design and Open Innovation Symbiosis: Insights from Research Campuses, Manufacturing Systems, and Innovation Districts," Sustainability, MDPI, vol. 10(12), pages 1-23, November.
    11. Wen, Na & Lurie, Nicholas H., 2019. "More Than Aesthetic: Visual Boundaries and Perceived Variety," Journal of Retailing, Elsevier, vol. 95(3), pages 86-98.
    12. Hoffman, Donna L. & Novak, Thomas P., 2009. "Flow Online: Lessons Learned and Future Prospects," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 23-34.
    13. Valerie L. Bartelt & Alan R. Dennis & Lingyao Yuan & Jordan B. Barlow, 2013. "Individual Priming in Virtual Team Decision-Making," Group Decision and Negotiation, Springer, vol. 22(5), pages 873-896, September.
    14. Haghbayan Sara & Malek Mohammad Reza & Tashayo Behnam, 2020. "Visual Description of the Indoor Space of Real Estate in Crowd-Sourcing Environments," Real Estate Management and Valuation, Sciendo, vol. 28(3), pages 91-103, September.
    15. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    16. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.
    17. Selin Atalay, A. & Onur Bodur, H. & Bressoud, Etienne, 2017. "When and How Multitasking Impacts Consumer Shopping Decisions," Journal of Retailing, Elsevier, vol. 93(2), pages 187-200.
    18. Stillman, Paul E. & Fujita, Kentaro & Sheldon, Oliver & Trope, Yaacov, 2018. "From “me” to “we”: The role of construal level in promoting maximized joint outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 16-25.
    19. Chenjing Wu & Fuqun Liang & Xiaoling Liang & Chuangbing Huang & Hua Wang & Xianyou He & Wei Zhang & Don Rojas & Yan Duan, 2021. "Spacious Environments Make Us Tolerant—The Role of Emotion and Metaphor," IJERPH, MDPI, vol. 18(19), pages 1-17, October.
    20. Wongkitrungrueng, Apiradee & Valenzuela, Ana & Sen, Sankar, 2018. "The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice," Journal of Retailing, Elsevier, vol. 94(3), pages 280-295.

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