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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 633-634.

Authors

Jooyoung Park, Peking University HSBC Business School, China
William Hedgcock, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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