Center of Orientation: Effect of Vertical and Horizontal Shelf Space Product Position

Results from five experiments show that i) consumers believe that products offered are ordered according to general, meaningful criteria; ii) consumers hold shared vertical and horizontal price schemas and these schemas translate into quality perceptions; iii) these inferences lead to their belief that items in the middle of an array represent the best price/quality trade-off; iv) this implicit ordering criterion favors the central item as a position-based compromise between price and quality, which leads to a center advantage in choice; v) the effects are attenuated when the schema is less accessible or less diagnostic and when decision goals favor extreme options.


Ana Valenzuela and Priya Raghubir (2009) ,"Center of Orientation: Effect of Vertical and Horizontal Shelf Space Product Position", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 100-103.


Ana Valenzuela, Baruch College, USA
Priya Raghubir, University of California, Berkeley, USA


NA - Advances in Consumer Research Volume 36 | 2009

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