Abstract
Prior research provides numerous examples for the phenomenon that concrete qualities of an object and its environment such as locations, colors, movement, closeness, vertical orientation, temperature, cleanliness, and size carry abstract (or symbolic) meanings of these objects such as power, potency, intimacy, control, affection, importance, morality, quality, weight perceptions, time (past/presence/future), expensiveness, and friendliness.
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Thomas, S., Gierl, H. (2017). High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_10
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