On Southbound Ease and Northbound Fees: Literal Consequences of the Metaphoric Link Between Vertical Position and Cardinal Direction
نویسنده
چکیده
Business, University of California, Berkeley (e-mail: leif_nelson@haas. berkeley.edu). Joseph P. Simmons is Assistant Professor of Marketing,Yale School of Management, Yale University (e-mail: joseph.simmons@ yale.edu). The authors contributed equally to this work, and author order was determined by geographical latitude. The authors thank Jeff Galak for his assistance in collecting and analyzing the data for the preliminary study and Geoff Goodwin and TomMeyvis for their comments on a previous version of the article. They also thank Gloria Simmons for her role in motivating this research. Portions of this research were presented at the 2007 meeting of the Association for Consumer Research in Memphis and at the 2008 meeting of the Society for Experimental Social Psychology in Sacramento. Dilip Soman served as associate editor for this article. LEIF D. NELSON and JOSEPH P. SIMMONS*
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