Using the Horizontal/Vertical Distinction to Advance Insights Into Consumer Psychology

This commentary aims to build on Shavitt, Lalwani, Zhang, and Torelli's (2006) target article and extant work that demonstrates the value added by considering people's vertical or horizontal orientation. I suggest several ways by which one might attempt to advance literature concerning the horizontal/vertical distinction as well as our understanding of consumer psychology. In particular, I offer ideas about how pertinent methodological concerns might be addressed, how this stream of work may help predict certain consumer activities or interests, and some ways by which this body of literature can be applied to other domains of inquiry. Hopefully, such ideas and suggestions will prompt further inquiry into this fertile area of research.