Abstract
This paper tests the idea that evaluating objects on abstract meaning portrayal varies with perspective taking. Specifically, it is argued that when rating an everyday container (e.g., a vase) on containment related concepts such as suffocating and secure, perspective taking involves a simulation process in which perceivers project themselves inside the container to get a feel for the experiential consequences of the type of containment (‘loose’ versus ‘tight’) provided. In order to test this prediction, two experimental studies are described in which perspective taking was manipulated. In study 1, participants were or were not instructed to take an ‘inside’ (the container) perspective. In study 2, perspective taking was triggered by the mere presence of an object inside the container. Results indicate that taking an inside perspective intensifies meaning portrayal and influences product appeal.
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