Inward Looking: the Effect of Lateral Orientation on Consumer Preference, Perceived Usability and Intent to Purchase

Dante Pirouz, University of Western Ontario, Canada
James M. Leonhardt, UC Irvine, USA
Jesse R. Catlin, UC Irvine, USA
For products positioned left or right of center, we find that inward (vs. outward) facing products are preferred and have higher usability and purchase intent ratings. We hypothesize that this is due to visual attention being oriented towards the center of the visual field, allowing for greater processing fluency.
[ to cite ]:
Dante Pirouz, James M. Leonhardt, and Jesse R. Catlin (2011) ,"Inward Looking: the Effect of Lateral Orientation on Consumer Preference, Perceived Usability and Intent to Purchase", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 542-544.