Sign in
Back
Inward Looking: the Effect of Lateral Orientation on Consumer Preference, Perceived Usability and Intent to Purchase
Conference proceeding   Peer reviewed

Inward Looking: the Effect of Lateral Orientation on Consumer Preference, Perceived Usability and Intent to Purchase

Dante Pirouz, James Leonhardt and Jesse Catlin
Advances in Consumer Research, Vol.39, p.542
01/01/2011

Abstract

Market positioning Studies Usability
For products positioned left or right of center, we find that inward (vs. outward) facing products are preferred and have higher usability and purchase intent ratings. We hypothesize that this is due to visual attention being oriented towards the center of the visual field, allowing for greater processing fluency.

Metrics

15 Record Views

Details