174 Does Left-Right Matter? Effects of Product-Price Left-Right Placement and Construal Level on Product Evaluation Does Left-Right Matter? Effects of Product-Price Left-Right Placement and Construal Level on Product Evaluation Zhao-Hong Cheng, Departmant of International Business, National Kaohsiung University of Science and Technology Chun-Tuan Chang, Departmant of Business Management, National Sun Yat-sen University Li-Chieh Lai, Brand Marketing Department, Gettingpoints Biotechnology Inc. English Summary Previous research has demonstrated that visuals of products and prices can impact consumer perceptions (Biswas, Bhowmick, Guha, and Grewal, 2013; Shapiro and Nielsen, 2013). The current study investigates how the careful placement of product images and prices in ads impact consumers’ evaluations and compares the effects of two types of juxtaposition, namely, “products on the left, prices on the right” vs. “prices on the left, products on the right.” Studies has shown that the spatial position of product images in ads can increase advertising effectiveness (Chae and Hoegg, 2013; Deng and Kahn, 2009; Schubert, 2005; van Rompay, de Vries, Bontekoe, and Tanja-Dijkstra, 2012). Specifically, Deng and Kahn (2009) show that a product image been positioned at the lower right corner of the packaging prompted customers to perceive the product as heavy, whereas a product image been positioned at the upper left corner prompted customers to perceive the product as light. Chae and Hoegg (2013) show that consumers develop a more favorable attitude toward the product when the product image is positioned congruently with the viewer’s spatial representation of the passage of time (i.e., left-past and right-future), but respond less favorably when the product image is positioned incongruently (i.e., right-past and leftfuture). The current study contributes to the evolving research stream of spatial positioning in advertising, and demonstrates that the product-price/left-right placement in an ad indeed affects the consumer’s perception of product value (i.e., perceived product value). Prior research has also shown that the price serves a dual role in product evaluations (Bornemann and Homburg, 2011). Products with a high price reinforce consumers’ perceptions of monetary sacrifice, which reduce the likelihood of a purchase. On the other hand, consumers may perceive prices as indicative of the potential gains resulting from the purchase. Under such circumstances, consumers may infer product quality from the price
RkJQdWJsaXNoZXIy ODg3MDU=