Vertical vs. horizontal presentation formats result in different consumption choices due to construal priming

Abstract

This research shows that vertical versus horizontal presentation of choices influence decision‐making differently. Based on the existing research on construal priming, this research hypothesizes and shows that vertical (vs. horizontal) choice presentation primes a stronger concrete (vs. abstract) construal, and that this systematically affects consumption choices. Across a series of four studies, we show that the stronger concrete (vs. abstract) construal priming by vertical (vs. horizontal) choice presentation results in a greater perceived importance of price (vs. quality) and secondary (vs. primary) choice attributes while making consumption choices. Contributions emerge for literatures on construal priming and contextual framing, and for managerial practice.