Dissertation
Left-past and right-future representation: the effect of product facing direction
Doctor of Philosophy (Ph.D.), Drexel University
Apr 2018
DOI:
https://doi.org/10.17918/D8ZD3C
Abstract
Product image display in marketing communications plays an important role in consumer perception and behavior. In this dissertation, I explore one significant aspect of product image display, namely, the facing direction of product images. Building on the literature of visuospatial attention and spatial representation of time, this research shows that products whose images are facing toward the left (vs. right) are evaluated more favorably when consumers focus on the past, whereas the reverse holds true when consumers focus on the future. Furthermore, this research compares product facing direction with a prior established spatial cue of time, namely, product horizontal position. This research shows that when the horizontal position of product images is matched with consumers' temporal focus (i.e., left-past, right-future), products facing toward a congruent (vs. incongruent) direction with the position will receive more favorable evaluations. Further, this research shows that the effect of facing direction is stronger than the horizontal position effect. That is, product images facing toward a congruent direction (and positioned incongruently) with consumers' temporal focus result in higher product evaluations than those positioned congruently (and facing toward an incongruent direction) with consumers' temporal focus. Finally, this research demonstrates an important moderating role of product features (i.e., desirability and feasibility) in the effect of facing direction on product evaluations. That is, for products higher on feasibility features, a match (vs. mismatch) between facing direction and consumers' temporal focus leads to higher product evaluations, whereas the reverse holds true for products higher on desirability features. Important theoretical and managerial implications of this research are discussed.
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Details
- Title
- Left-past and right-future representation
- Creators
- Yuli Zhang - DU
- Contributors
- Hyokjin Kwak (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xi, 86 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Drexel University
- Other Identifier
- 7924; 991014632579304721