Vertical Presentation of Choice Options primes Concrete Construal

摘要

Can the mere vertical presentation of choices prime concrete construal? This research examines whether and why the mere presentation style of choices can prime construal level. This research hypothesizes that vertical (vs. horizontal) presentation of choices results in greater (vs. lesser) priming of concrete construal. This priming of concrete construal in the case of vertical presentation can be attributed to crossing over of a "Threshold-of-Balance," that is located in the vertical plane, in the case of vertical (but not horizontal) choice presentation.