Different types of thinking in consumers

When people have to look downward to see a product, their thinking becomes more concrete; when they have to look upward, it becomes more abstract, says a team led by Anneleen van Kerckhove, a researcher at Ghent University in Belgium.

Abstract processing has several effects on consumers, such as increasing their willingness to pay. The presumed source of the effect is that people are accustomed to looking downward to process nearby, concrete information and upward to absorb distant, more-abstract information, the researchers say.

(Source: Journal of Consumer Research)

Published in Dawn, Economic & Business, April 13th, 2015

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