Bow Your Head in Shame,or, Hold Your Head Up with Pride: Semantic Processing of Self-Esteem Concepts Orients Attention Vertically

Embodied cognition holds that abstract concepts are grounded in perceptual-motor simulations. If a given embodied metaphor maps onto a spatial representation, then thinking of that concept should bias the allocation of attention. In this study, we used positive and negative self-esteem words to examine two properties of conceptual cueing. First, we tested the orientation-specificity hypothesis, which predicts that conceptual cues should selectively activate certain spatial axes (in this case, valenced self-esteem concepts should activate vertical space), instead of any spatial continuum. Second, we tested whether conceptual cueing requires semantic processing, or if it can be achieved with shallow visual processing of the cue words. Participants viewed centrally presented words consisting of high or low self-esteem traits (e.g., brave, timid) before detecting a target above or below the cue in the vertical condition, or on the left or right of the word in the horizontal condition. Participants were faster to detect targets when their location was compatible with the valence of the word cues, but only in the vertical condition. Moreover, this effect was observed when participants processed the semantics of the word, but not when processing its orthography. The results show that conceptual cueing by spatial metaphors is orientation-specific, and that an explicit consideration of the word cues’ semantics is required for conceptual cueing to occur.