Spatial Positioning: the Value of Center-Stage
EXTENDED ABSTRACT - Does placing a product in a central, peripheral, or extreme-end position systematically affect consumers attitudes toward the brand? Surprisingly, this issue has not been investigated by consumer psychologists despite the importance of shelf placement in a consumers brand choice decision, a manufacturers distribution decision, and a retailers shelf space pricing decision. Other than isolated studies in psychology with inconsistent position effects (e.g., Taylor and Fiske 1975, Study 1 versus Study 2), the effect of visual placement on attitudes and preferences does not appear to have been systematically researched by psychologists. While psychological Apositioning@ is a well-known concept to marketers, oddly, the literal, spatial analogy on which it is based, is under-researched (except for Hotelling type models of store location with a distance cost to consumers, see Eppli and Benjamin 1994 for a review). This paper introduces the important and novel concept of Aspatial positioning,@ in a literal sense, with psychological overtones to marketing.
Citation:
Ana Valenzuela and Priya Raghubir (2005) ,"Spatial Positioning: the Value of Center-Stage", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 528-529.
Authors
Ana Valenzuela, Baruch College
Priya Raghubir, University of California B Berkeley
Volume
NA - Advances in Consumer Research Volume 32 | 2005
Share Proceeding
Featured papers
See MoreFeatured
J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands
Norah Awad, Hongik University
Nara Youn, Hongik University
Featured
The Dark Side of Luxury: The Social Costs of Conspicuous Consumption
Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Featured
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA