Is Your Product Facing the Ad's Center? Facing Direction Affects Processing Fluency and Evaluation
Leonhardt, J. M., Catlin, J., & Pirouz, D. (2015). Is your product facing the ad’s center? Facing direction affects processing fluency and evaluation. Journal of Advertising, 44(4), 315-325.
12 Pages Posted: 3 Feb 2016
Date Written: February 1, 2016
This research investigates a frequently encountered and important decision faced by advertisers: how to face profile images of products in advertisements. Three empirical studies find support for a profile-fluency effect: profile images of products facing inward (versus outward) toward the center (versus edge) of an ad are easier for consumers to process and result in more positive consumer evaluations. In addition, there is evidence that this effect depends on the shopping goal of the consumer. The results have clear implications for current practices in advertising and offer opportunities for future research.
Suggested Citation: Suggested Citation