| dc.description.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. | nb_NO |
