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  

James M. Leonhardt

New Mexico State University - Department of Marketing

Jesse R Catlin

California State University, Sacramento

Dante M. Pirouz

University of Western Ontario - The Richard Ivey School of Business

Date Written: February 1, 2016

Abstract

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

Leonhardt, James M. and Catlin, Jesse R and Pirouz, Dante M., Is Your Product Facing the Ad's Center? Facing Direction Affects Processing Fluency and Evaluation (February 1, 2016). 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. . Available at SSRN: https://ssrn.com/abstract=2726170

James M. Leonhardt (Contact Author)

New Mexico State University - Department of Marketing ( email )

United States

Jesse R Catlin

California State University, Sacramento ( email )

Sacramento, CA 95819
United States

Dante M. Pirouz

University of Western Ontario - The Richard Ivey School of Business ( email )

1151 Richmond Street North
London, Ontario N6A 3K7
Canada

HOME PAGE: http://www.dantepirouz.com

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