NTU Management Rev i ew Vol . 31 No. 1 Apr. 2021, 155-187 DOI:10.6226/NTUMR.202104_31(1).0005 155 Does Left-Right Matter? Effects of Product-Price Left-Right Placement and Construal Level on Product Evaluation 你被「左右」了嗎？產品—價格圖片左右相對位置與解釋 水平對產品評價的影響 Zhao-Hong Cheng, Departmant of International Business, National Kaohsiung University of Science and Technology 鄭兆宏 / 國立高雄科技大學國際企業學系 Chun-Tuan Chang, Departmant of Business Management, National Sun Yat-sen University 張純端 / 國立中山大學企業管理學系 Li-Chieh Lai, Brand Marketing Department, Gettingpoints Biotechnology Inc. 賴立婕 / 德典生技股份有限公司品牌行銷部 Received 2017/8, Final revision received 2020/12 Abstract Previous research has demonstrated visuals of products and prices can impact consumer perceptions. The current research examines how product-price left-right placement (price left, product right vs. price right, product left) in an ad affects consumers’ perceived value. We propose that construal level (high vs. low) can moderate the relationship between product-price left-right placement and perceived value. This research further explores three dimensions of construal level (i.e., mindset, time window and product utilitarian/hedonic value). We also conduct four experiments using different ad formats (i.e., billboard, direct mails, and print ads) to enhance the generalizability of this research. Dependent measures include perceived product value, purchase intention, and willingness to pay. The results indicate that when using low construal level to process the information, experiment subjects s exposed to an ad in which price is placing on the right and product on the left show higher product evaluation of the promoted product than those exposed to the same ad but with price on the left and product on the right. On the other hand, when people receive high construal level to process information, they would show higher product evaluation of the promoted product when viewing an ad with “price on the left, product on the right.” Perceived product quality serves as the underlying mechanism behind the above phenomenon. The findings provide marketers with insights regarding advertising design, that is, appropriate price-product left-right placement should be used for the target audience to enhance their advertising effects. 【Keywords】 price-product left-right placement, construal level, time window, product utilitarian/hedonic value, perceived quality 摘 要 廣告中的空間視覺因素，總會提供消費者在觀看廣告時一些線索，因為消費者對於空 間位置上各有不同的認知，而行銷領域的學者早已對相關的議題如置入廣告在網頁中 的擺放位置、產品在廣告中的擺放位置等與消費者的認知進行探討。對行銷者來說， 了解消費者的想法，才能讓廣告中的空間配置成為有利於消費者對產品產生正面評價 的線索。本研究利用「價格」和「產品」兩圖片的相對位置，探討兩者左右相對位置 對消費者可能產生的影響，另外結合影響消費者心理思考模式的解釋水平變數，希望 領域主編：謝依靜教授
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