Up north and down south: implicit associations between topography and cardinal direction.

Route planners show a reliable tendency to select south- relative to north-going routes between two horizontally (east/west) aligned landmarks, suggesting the application of a north-is-up heuristic (Brunyé, Mahoney, Gardony, & Taylor, 2010). The source of this north-is-up bias remains unknown, and there is no strong evidence to suggest that it is due to explicit strategy use. In four experiments, we attempt to further elucidate the source of this effect by testing whether it can be attributed to implicit associations between cardinal direction (north/south) and topography (mountainous/level terrain). Experiments 1 and 2 used an adapted Implicit Association Test and demonstrate automatically activated judgements that associate north with mountainous and south with relatively level terrain. Experiment 3 rules out the possibility that this effect is due to the local topography of New England by replicating in participants from the topographically dissimilar Midwestern United States. Finally, Experiment 4 tests the relative contribution of implicit versus explicit associations between cardinal direction and topography in predicting route-planning asymmetries; we show that implicit associations are a stronger predictor of southern route biases than explicit processes. Overall, results demonstrate that the conceptualization of space can be driven by physically unfounded implicit associations between cardinal directions and topographical features, and these associations are at least partially responsible for southern route preferences.