Lateral Orientation Affects Preference, Perceived Usability and Intent to Purchase
There have been conflicting results in terms of whether products are preferred to be facing left or facing right. We find the direction products face within a display impact preference. For products in lateral positions left and right of center we find they are preferred facing towards the center of the display (inwards vs. outwards). In addition, these products are perceived as easier to use and the intent to purchase is higher. We hypothesize that this is caused by a preference for visual attention to be oriented towards the center of the visual field, allowing for greater fluency in visual processing.
Dante M. Pirouz, Jim Leonhardt, and Jesse Catlin (2011) ,"Lateral Orientation Affects Preference, Perceived Usability and Intent to Purchase", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 22-24.
Dante M. Pirouz, Ivey School of Business, University of Western Ontario
Jim Leonhardt, Merage School of Business, University of California, Irvine
Jesse Catlin, Merage School of Business, University of California, Irvine
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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