Logo image
Back
Facing the "Right" Side? The Effect of Product Facing Direction
Journal article   Peer reviewed

Facing the "Right" Side? The Effect of Product Facing Direction

Yuli Zhang, Hyokjin Kwak, Haeyoung Jeong and Marina Puzakova
Journal of advertising, v 48(2), pp 153-166
15 Mar 2019
DOI: https://doi.org/10.1080/00913367.2018.1503576
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business Business & Economics Communication Social Sciences
Product image display in advertising plays an important role in consumer perception and behavior. In this research, we establish important downstream consequences of one significant aspect of product image displayfacing directionon product evaluations. Building on the literature of visuospatial attention and grounded cognition, we show that products with their images facing toward the left (versus right) in advertising are evaluated more favorably when consumers' temporal focus is on the past, whereas the reverse holds true when consumers focus on the future. Furthermore, we establish that the impact of facing direction on product evaluations exists regardless of the horizontal position of product images. In addition, we demonstrate that for products higher on desirability features, a mismatch (versus match) between facing direction and consumers' temporal focus leads to higher product evaluations, whereas the reverse holds true for products higher on feasibility features. Important implications for advertising theory and practice are discussed.

Metrics

17 Record Views
19 citations in Web of Science
18 citations in Scopus

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#3 Good Health and Well-Being

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Collaboration types
Domestic collaboration
Web of Science research areas
Business
Communication
Logo image