The Upside of Down: Presenting a Price in a Low or High Location Influences How Consumers Evaluate It

Can changing the vertical location of a price (e.g., presenting it above or below a product image in an advertisement or retail display) influence consumer response? Drawing from conceptual metaphor theory, we propose that a price’s vertical location can activate metaphors that relate vertical locations to magnitudinal concepts. These “down = less” and “up = more” metaphors can subsequently influence evaluations of a target price as being...