The ups and downs of consumer behavior : the effect of emotions on vertical attention

Abstract

Emotions are known to influence cognitive processes, such as attention, memory and behavior. However, only few studies examined the verticality pattern of attention. The present study investigated if selective attention is biased towards upper or lower vertical space, depending on positive or negative emotional valence. For this purpose, two online experiments were conducted using different emotion elicitation techniques. To evoke happiness and sadness, we used videos in Study 1 and combination of autobiographical recall and music in Study 2. The dependent variables were measurements of attention towards upper and lower space. We used Unaided Brand Recall and Aided Brand Recognition values for this purpose. The results of both studies demonstrated that emotional induction was sufficient and evoked target emotions. Study 1 showed that, on average, participants in the “Happy” group recalled and recognized more of the upper located brands than in the “Sad” group. Nevertheless, in Study 2 there were more upper brands recognized among the “Sad” group and vice versa, while the pattern of brand recall was similar to Study 1. However, the results of both studies were not statistically significant, which does not allow us to conclude about the existence of the effect. We conclude with theoretical and managerial implications on this matter.