Price Expectations. An analysis of variance withprice expectations as the dependent variable yielded a significant effect of background orientation; the vertically oriented background resulted (as in Study 2) in a higher price expectation compared to the horizontally oriented background (MVertical background= 5.22, SD = 2.35 vs. MHorizontal background= 4.63, SD = 2.15; F (1, 806) = 4.24, p< 0.05). No significant main effects of product orientation (F< 1) and trait dominance (F (1, 806) = 3.04, NS) were observed. Again, and in line with H3b, background orientation and trait dominance were shown to interact (F (1, 806) = 5.79, p< 0.05). Planned comparisons revealed that participants low on trait dominance did not differentiate between the background orientation conditions (MVertical background= 4.86, SD = 2.36 vs. MHorizontal background= 4.94, SD = 2.72; F< 1), whereas this difference was significant for participants high on trait dominance (MVertical background= 5.64, SD = 3.00 vs. MHorizontal background= 4.80, SD = 2.37; F (1, 806) = 9.50, p< 0.01). No other interactions were found (Fs < 1).