Looking up to others: Social status, Chinese honorifics, and spatial attention.

Two experiments were carried out to investigate whether social status encoded in Chinese honorifics has metaphorical effects on up-down spatial orientation. In Experiment 1, participants judged whether a word was an elevating or denigrating term immediately prior to judging whether an arrow was pointing up or down. Arrow orientation was identified faster when its direction was congruent with the perceived social status of the preceding honorific (e.g., elevating word and up arrow). In Experiment 2, participants identified the letter p or q after judging whether honorifics were elevating or denigrating terms. Letters were identified faster when placed at the top of the screen following elevating terms, and faster at the bottom following denigrating terms. These results suggest that the mere activation of social status differences by honorific terms orients attention toward schema-congruent space. Social status appears to have pragmatic effects, not only for lexical decision-making, but also in where Chinese speakers are most likely to look.