The “good is up” metaphoric effects on recognition: True for source guessing but false for item memory

Abstract

The “good is up” metaphor, which links valence and verticality was found to influence affective judgement and to direct attention, but its effects on memory remain unclear with contradictory research findings. To provide a more accurate assessment of memory components involved in recognition, such as item memory and source-guessing biases, a standard source monitoring paradigm was applied in this research. A series of three experiments provided a conceptual replication and extension of Experiment 2 by Crawford et al., (2014) and yielded a consistent result pattern suggesting that the “good is up” metaphor biases participants’ guessing of source location. That is, when source memory failed, participants were more inclined to guess the “up” location versus “down” location for positive items (and vice versa for negative items). It did, however, not affect source memory or item memory for valenced stimuli learned from metaphor-congruent versus incongruent locations (i.e., no metaphor-(in)congruent effects in memory). We suggest that the “good is up” metaphor may affect cognitive processes in a more subtle way than originally suggested.