Heat will move in any direction; up, down, sideways, whatever. Heated air will rise. As do heated liquids. But heat itself moves in any direction.
As for this thread's opening post, I suspect the heat strip is working just fine. What most likely is being observed are differences in environmental conditions along that heat strip's length that affect the conduction of heat from it.
The remedy for this, (if a remedy is necessary) is to make the physical and thermal conditions as uniform as possible in the areas along that heat strip where temperature will be measured.









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