The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor

Content Provider	Semantic Scholar
Author	Choi, Jungsil Myer, Duane W.
Copyright Year	2012
Abstract	This paper examines the effect on consumers’ perceptions resulting from the positioning of a sponsor in relation to a competitor or competitors in a comparison table of a print advertisement. We hypothesize when a sponsor places its product in the right-hand panel and the competitor’s product in the left-hand panel, respondents will react with a favorable evaluation for the sponsor as a result of two primary forces. The first is a general preference for an object positioned on the right as opposed to an object positioned on the left. The second is a vastly prevalent left-to-right reading habit. The prevalent left-to-right reading habit can lead consumers to subconsciously perceive this layout as a positive comparative advertisement, and the reversed placement is perceived as a negative comparative advertisement. We confirmed the hypothesis with three laboratory experiments.
Starting Page	367
Ending Page	380
Page Count	14
File Format	PDF HTM / HTML
DOI	10.1007/s11002-012-9162-9
Volume Number	23
Alternate Webpage(s)	https://engagedscholarship.csuohio.edu/cgi/viewcontent.cgi?article=1030&context=bus_facpub
Alternate Webpage(s)	https://doi.org/10.1007/s11002-012-9162-9
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article