Meyers-Levy, J., & Zhu, R. (2007), The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use, Journal of Consumer Research, 34(2), 174–186.
ceiling height - how consumers process information.
high ceiling - freedom
low ceiling - confinement
＊ Experiment 1 showed that exposure to a high versus low ceiling can prime freedom-related versus confinement-related concepts. Experiments 2 and 3 built on this by demonstrating that these ceiling-height-induced concepts can elicit predominately relational versus item-specific processing, respectively.
＊ Indeed, this logic corresponds with Hall’s (1966, 77) earlier discussed thesis that chapels versus cathedrals communicate our theorized (i.e., confinement vs. freedom-related) associations “by virtue of the space they enclose.”
＊ Hall, Edward T. (1966), Hidden Dimension, Garden City, NY: Doubleday.
＊ Likewise it seems plausible that, as airplane manufacturers are betting, similar effects may emerge from merely illusory higher ceilings.
＊ Yet, a pertinent practical question emerges: in typical stores with high and low ceilings, ones where there are no lanterns to render ceiling height salient, will consumers notice the ceiling height and respond as we predict?
＊ Joan Meyers-Levy is professor of marketing at the Carlson School of Management, University of Minnesota, Minneapolis. 그래서 실험 내용을 consumers와 연관해 해석함.