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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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