Future Is “Right” on Your Face: the Role of Facing Direction of Product on Attitudes Toward Product

This research demonstrates that the facing direction of product images in advertisements plays a crucial role in consumers’ attitudes toward the advertised products. Our two studies reveal that right (vs. left)-facing direction of product is more suitable for products that are intended for future (vs. past) needs.


Yuli Zhang, Hyokjin Kwak, Haeyoung Jeong, and Marina Puzakova (2016) ,"Future Is “Right” on Your Face: the Role of Facing Direction of Product on Attitudes Toward Product", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 768-768.


Yuli Zhang, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Haeyoung Jeong, Drexel University, USA
Marina Puzakova, Lehigh University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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