The “Left-To-Right Effect” of Product Location on Consumer Judgment

Jooyoung Park, Peking University HSBC Business School, China
William Hedgcock, University of Iowa, USA
We examine how horizontal product positions influence consumers’ product judgments. We find that consumers expect to see lower-quality products on the left and higher-quality products on the right. Also, when product locations are consistent with their expectations, consumers experience the sense of feeling right and become confident in their judgments.
[ to cite ]:
Jooyoung Park and William Hedgcock (2014) ,"The “Left-To-Right Effect” of Product Location on Consumer Judgment", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 633-634.