177 NTU Management Review Vol. 31 No. 1 Apr. 2021 stimuli via a coupon. Purchase intention is the dependent measure. In Experiment 3, we manipulate the construal level through product value, namely utilitarian value (low-level construal) vs. hedonic value (high-level construal). We present the advertising stimuli via a magazine ad. As in Experiment 2, purchase intention serves as the dependent measure. In Experiment 4, willingness-to-pay serves as the dependent measure. Participants are primed with a particular construal level (low vs. high) via a magazine article. The Behavior Identification Form (BIF) from Vallacher and Wegner (1989) serves as the manipulation check with high scores indicating high-level construals. We give the participants a fictitious Direct Message (DM) from a grocery store. The DM had either a “product-left, price-right” placement or a “price-left, product-right” placement. The results across above four experiments indicate that when being primed with low-level construals, individuals who expose to an ad with the “product-left, price-right” placement evaluate the product more favorably than those who expose to the same ad in which the placement is “price-left, product-right.” Furthermore, the results turn opposite when people are primed with a high-level construal. It is revealed that perceived product quality is the mechanism underlying the aforementioned phenomena. Previous literature mainly focused on product placement (Shapiro and Nielsen, 2013) or price placement (Biswas et al., 2013) in advertising. The current research is the first to explore how product-price left-right placement influence product evaluation. This study further confirms that construal levels influence the relationship between productprice/left-right placement and product evaluation, and underlying mechanism is perceived product quality. The current research offers important managerial implications. To enhance advertising effectiveness, marketers should juxtapose the product image and price information on the left-right position that best correlates to the consumer’s construal level.
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