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Journal of Advertising Volume 44, 2015 - Issue 4
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Original Articles

Is Your Product Facing the Ad's Center? Facing Direction Affects Processing Fluency and Ad Evaluation

James M. LeonhardtNew Mexico State University, Las Cruces, New Mexico, USACorrespondence[email protected]
,
Jesse R. CatlinCalifornia State University, Sacramento, Sacramento, California, USA
&
Dante M. PirouzUniversity of Pennsylvania, Philadelphia, Pennsylvania, USA
Pages 315-325 | Published online: 05 Jun 2015
 
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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.

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