"God" and "Devil" are abstract concepts often linked to vertical metaphors (e.g., "glory to God in the highest," "the Devil lives down in hell"). It is unknown, however, whether these metaphors simply aid communication or implicate a deeper mode of concept representation. In 6 experiments, the authors examined the extent to which the vertical dimension is used in noncommunication contexts involving God and the Devil. Experiment 1 established that people have implicit associations between God-Devil and up-down. Experiment 2 revealed that people encode God-related concepts faster if presented in a high (vs. low) vertical position. Experiment 3 found that people's memory for the vertical location of God- and Devil-like images showed a metaphor-consistent bias (up for God; down for Devil). Experiments 4, 5a, and 5b revealed that people rated strangers as more likely to believe in God when their images appeared in a high versus low vertical position, and this effect was independent of inferences related to power and likability. These robust results reveal that vertical perceptions are invoked when people access divinity-related cognitions.

Metaphors link positive affect to brightness and negative affect to darkness. Research has shown that such mappings are "alive" at encoding in that word-meaning evaluations are faster when font color matches prevailing metaphors (positive = bright; negative = dark). These results, however, involved reaction times, and there are reasons to think that evaluations would be unlikely to influence perceptual judgments, the current focus. Studies 1-3 establish that perceptual judgments were biased in a brighter direction following positive (vs. negative) evaluations, and Study 4 shows that such biases are automatic. The results significantly extend the metaphor representation perspective. Not only do evaluations activate metaphors, but such metaphoric mappings are sufficient to lead individuals to violate input from visual perception when judging an object's brightness.

It is striking that prosocial people are considered "sweet" (e.g., "she's a sweetie") because they are unlikely to differentially taste this way. These metaphors aid communication, but theories of conceptual metaphor and embodiment led us to hypothesize that they can be used to derive novel insights about personality processes. Five studies converged on this idea. Study 1 revealed that people believed strangers who liked sweet foods (e.g., candy) were also higher in agreeableness. Studies 2 and 3 showed that individual differences in the preference for sweet foods predicted prosocial personalities, prosocial intentions, and prosocial behaviors. Studies 4 and 5 used experimental designs and showed that momentarily savoring a sweet food (vs. a nonsweet food or no food) increased participants' self-reports of agreeableness and helping behavior. The results reveal that an embodied metaphor approach provides a complementary but unique perspective to traditional trait views of personality.

A basic premise of the recently proffered color-in-context model is that the influence of color on psychological functioning varies as a function of the psychological context in which color is perceived. Some research has examined the appetitive and aversive implications of viewing the color red in romance- and achievement-relevant contexts, respectively, but in all existing empirical work approach and avoidance behavior has been studied in separate tasks and separate experiments. Research is needed to directly test whether red influences the same behavior differently depending entirely on psychological context. The present experiment was designed to put this premise to direct test in romance- and achievement-relevant contexts within the same experimental paradigm involving walking behavior. Our results revealed that exposure to red (but not blue) indeed has differential implications for walking behavior as a function of the context in which the color is perceived. Red increased the speed with which participants walked to an ostensible interview about dating (a romance-relevant context), but decreased the speed with which they walked to an ostensible interview about intelligence (an achievement-relevant context). These results are the first direct evidence that the influence of red on psychological functioning in humans varies by psychological context. Our findings contribute to both the literature on color psychology and the broader, emerging literature on the influence of context on basic psychological processes.