Stage Left, Stage Right? Position Effects on Perception of Spokesperson

Stage Left, Stage Right?

Position Effects on Perception of a Spokesperson


Suffolk Business School


Boston University


University of California, Riverside

Does it matter where a spokesperson stands to display a product? It is suggested that the specialization of the right brain for person perception leads observers to perceive targets positioned to the left as more instrumental. Consistent with the hypotheses, targets positioned to the left were seen to guide an interaction more especially if shown with a partner, during an externally-focused puzzle task or when observed by men (experiments 1 and 2). Further, this effect was replicated for observers’ willingness to pay and suggests recall of visual information as a mediator of the target position effect (experiment 3).


Nancy Puccinelli, Linda Tickle-Degnen, and Robert Rosenthal (2006) ,"Stage Left, Stage Right? Position Effects on Perception of Spokesperson", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 576-577.


Nancy Puccinelli, Suffolk Business School
Linda Tickle-Degnen, Boston University
Robert Rosenthal, University of California Riverside


NA - Advances in Consumer Research Volume 33 | 2006

Share Proceeding

Featured papers

See More


When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More


Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More


H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.