Re-Examining the Automaticity and Directionality of the Activation of the Spatial-Valence "Good is Up" Metaphoric Association

According to the Conceptual Metaphor Theory, people understand abstract concepts depending on the activation of more concrete concepts, but not vice versa. The present research aims to investigate the role of directionality and automaticity regarding the activation of the conceptual metaphor "good is up". Experiment 1 tested the automaticity of the spatial-to-valence metaphoric congruency effect by having participants judge the valence of a positive or negative word that appeared either at the top or at the bottom of the screen. They performed the task concurrently with a 6-digit verbal rehearsal task in the working-memory-load (WML) blocks and without this task in the non-WML blocks. The spatial-to-valence metaphoric congruency effect occurred for the positive words in the non-WML blocks (i.e., positive words are judged more quickly when they appeared at the top than at the bottom of the screen), but not in the WML blocks, suggesting that this metaphoric association might not be activated automatically. Experiments 2-6 investigated the valence-to-spatial metaphoric association and its automaticity. Participants processed a positive or negative prime, which appeared at the center of the screen, and then identified a letter (p/q) that subsequently appeared at the top or bottom of the screen. The valence-to-spatial metaphoric congruency effect did not occur in the WML (6-digit verbal rehearsal) or non-WML blocks, whether response modality to the prime was key-press or vocal, or whether the prime was a word or a picture. The effect only unexpectedly occurred when the task was simultaneously performed with a 4-dot-position visuospatial rehearsal task. Nevertheless, the data collapsed across multiple experiments showed a null valence-to-spatial metaphoric congruency effect, suggesting the absence of the valence-to-spatial metaphoric association in general. The implications of the current findings for the Conceptual Metaphor Theory and its alternatives are discussed.