Tasty for everyone: Using horizontal metaphor in food evaluations

초록

This article examines the effects of embodied cognition related to a spatial horizontal metaphor, whereby consumers seem to associate horizontal space with the "left being bad" and "right being good." Across four studies, we extend prior research on embodied cognition by theorizing how the physical location of products, the usage of the left or right hand, and the product valence interact to influence consumer evaluations. The findings reveal a complex nature of effects associated with the horizontal metaphor, valence of food, as well as approach-avoidance orientation. These findings have important theoretical and practical implications.

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