Vertical metaphor with motion and judgment: a valenced congruency effect with fluency.

Following metaphorical theories of affect, several research studies have shown that the spatial cues along a vertical dimension are useful in qualifying emotional experience (HAPPINESS is UP, SADNESS is DOWN). Three experiments were conducted to examine the role of vertical motion in affective judgment. They showed that positive stimuli moving UPWARD were evaluated more positively than those moving DOWNWARD, whereas negative stimuli moving DOWNWARD were evaluated as less negative than those moving UPWARD. They showed a valenced congruency effect, but an alternative hypothesis in terms of MORE is UP and LESS is DOWN was also examined. Finally, fluency mechanisms were investigated to confirm that relationships between affect and verticality were in accordance with a valenced congruency effect.