Facing the “Right” Side? The Effect of Product Facing Direction

Zhang, Yuli; Kwak, Hyokjin; Jeong, Haeyoung; Puzakova, Marina

doi:10.1080/00913367.2018.1503576

Cited by 15 publications

(34 citation statements)

References 45 publications

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“…First, our research extends prior research on visual layout effects in advertising by investigating the influence of the direction in which a model poses on product evaluation. While previous research has documented the layout effect of product position (e.g., Chae & Hoegg, 2013) and direction (e.g., Zhang et al, 2019), our research is the first to demonstrate that the layout design of human models also influences consumer judgments of advertising. Therefore, our novel finding adds to the body of literature on the effects of visual layout design in advertising.…”

Section: Discussionmentioning

confidence: 54%

“…| 17 effect of product position (e.g., Chae & Hoegg, 2013) and direction (e.g., Zhang et al, 2019), our research is the first to demonstrate that the layout design of human models also influences consumer judgments of advertising. Therefore, our novel finding adds to the body of literature on the effects of visual layout design in advertising.…”

Section: Theoretical Contributionsmentioning

confidence: 71%

“…For instance, Leonhardt, Catlin, and Pirouz (2015) drew on the arguments of a perceptual preference for inward‐facing objects in a frame and reported that consumers' showed more positive responses to the profile images of products facing inward (vs. outward) toward the center of the frame in advertising. Zhang, Kwak, Jeong, and Puzakova (2019) extended the position‐temporal congruence effect first reported by Chae and Hoegg (2013) into the directional‐temporal dimension. In particular, they demonstrated that those products with their image facing toward the left (vs. right) in advertisements are evaluated more favorably when consumers focus on the past and vice versa for those consumers who focus on the future instead.…”

Section: Introductionmentioning

confidence: 69%

“…Thus, it would be important to examine the possible interaction of a model's face orientation and inward/outward bias on the perceived model and product evaluation. Relatedly, a recent study of advertising has shown that those images of products facing toward the leftward (vs. rightward) from the viewer's perspective in advertising are evaluated more favorably when consumers' temporal focus is on the past, whereas the reverse holds true when consumers focus is on the future instead (Zhang et al, 2019). Thus, it would be interesting and fruitful to examine the effect of face orientation of a model in past-related (i.e., nostalgic) and future-related advertising.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

See 3 more Smart Citations

Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation

Park

Spence

Ishii

et al. 2020

Psychology and Marketing

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The layout of visual elements in advertising influences consumers' perception and judgments. The research reported here investigates the influence of the face orientation of a human model on the perception of their attractiveness and its downstream consequences on product evaluation. Across five experiments, we first demonstrate that consumers tend to perceive a model's face showing his or her left cheek as more attractive than when showing the right cheek, even when the images are otherwise identical. More importantly, we demonstrate the downstream influence of face orientation on the evaluation of advertised products whereby the leftward (vs. rightward) model's face increases the evaluation of the advertised product through perceived model attractiveness. We identify the underlying mechanism of the face orientation effect, namely, that consumers perceive those faces showing their left (vs. right) cheek as more prototypical, and that this perception of prototypicality elicits an aesthetic preference for the model's leftward face which in turn carries over to influence product evaluation. The theoretical and practical implications of this research are also discussed.

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Section: Discussionmentioning

confidence: 54%

Section: Theoretical Contributionsmentioning

confidence: 71%

Section: Introductionmentioning

confidence: 69%

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

See 2 more Smart Citations

Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation

Park

Spence

Ishii

et al. 2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Notably, marketing researchers [ 9 ] have reported misperception of symbolic terms that refer to a product characteristic (e.g., a “fruit” symbolizing healthiness), so that the symbolized meaning supersedes the product’s negative characteristics (e.g., high-calorie content of fruit sugar). However, recent studies have demonstrated that positive influences of product labels enhance consumers’ purchase intentions beyond the perceptual influences related to the mere presence of food labels [ 10 – 12 ].…”

Section: Introductionmentioning

confidence: 99%

A label indicating an old year of establishment improves evaluations of restaurants and shops serving traditional foods

Maezawa

Kawahara

2021

PLoS ONE

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This study examined whether the presence of product information focused on a past era (e.g., year of establishment) improved consumers’ evaluations of a shop serving traditional products when the label and shop were congruent in terms of temporal focus. Across five experiments, participants viewed and evaluated advertisements from traditional food restaurants and shops that showed an old year of establishment. They showed favorable evaluations of the restaurants and food shops more frequently when a label focused on the past was displayed than when the label was absent or when a label focused on the present was displayed. Subsequent experiments indicated that this labeling effect was strongest when the label and shop were consistent in terms of traditional culture such that the year of establishment on the label showed the Japanese era name (Japan’s traditional date format) and was accompanied by Japanese classic foods. Importantly, in this study, qualitative domains were consistently improved more often than were ratings of visit intention and expected taste. The results suggest that temporal congruence between the label and restaurants rated plays an essential role in ensuring that these advertisements are effective in improving positive evaluations.

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The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

Ouyang

Jia

Guo

2022

Psychology and Marketing

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Many retailers use seemingly innocuous dividing lines to separate product alternatives on their websites or product catalogs. Although previous research on advertising design has focused on the impact of dividing lines on symbolic meanings or perceived categorization, the present research argues that, beyond symbolic or categorical functions, a dividing line can influence consumers' perceived quantity of the product alternatives displayed. Across 10 studies (including an eye-tracking study and three additional studies reported in the Supporting Information Appendix), our results show that consumers perceive a smaller number of products displayed on a page when these products are separated by a dividing line compared to when they are not. This effect occurs because the dividing line separates the products into top versus bottom (or left vs. right) segments, such that participants' visual attention is largely drawn to the top (or the left) where their eyes first fixate. Consequently, participants tend to estimate the total number of items based on the subset they pay attention to. In addition, the effect is attenuated when participants' attention is directly drawn to the segment they have previously neglected and can hold regardless of line orientation. Finally, it can have several marketing outcomes, such as higher willingness to buy and lower post-choice satisfaction.

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Facing the “Right” Side? The Effect of Product Facing Direction

Cited by 15 publications

References 45 publications

Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation

Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation

A label indicating an old year of establishment improves evaluations of restaurants and shops serving traditional foods

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

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