Building on research showing the power of metaphors to shape our thinking, Sanna and his colleagues noted that height is often used as a metaphor for virtue: moral high ground, God on high, looking up to good people, etc. If people were primed to think about height, they wondered, might people be more virtuous?
... In the first study they found that twice as many mall shoppers who had just ridden an up escalator contributed to the Salvation Army than shoppers who had just ridden the down escalator. In a second study, participants who had been taken up a short flight of stairs to an auditorium stage to complete a series of questionnaires volunteered more than 50 percent more of their time than participants who had been led down to the orchestra pit.