Center of Orientation: Effect of Vertical and Horizontal Shelf Space Product Position

Ana Valenzuela, Baruch College, USA
Priya Raghubir, University of California, Berkeley, USA
Results from five experiments show that i) consumers believe that products offered are ordered according to general, meaningful criteria; ii) consumers hold shared vertical and horizontal price schemas and these schemas translate into quality perceptions; iii) these inferences lead to their belief that items in the middle of an array represent the best price/quality trade-off; iv) this implicit ordering criterion favors the central item as a position-based compromise between price and quality, which leads to a center advantage in choice; v) the effects are attenuated when the schema is less accessible or less diagnostic and when decision goals favor extreme options.
[ to cite ]:
Ana Valenzuela and Priya Raghubir (2009) ,"Center of Orientation: Effect of Vertical and Horizontal Shelf Space Product Position", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 100-103.