题名

你被「左右」了嗎？產品－價格圖片左右相對位置與解釋水平對產品評價的影響

并列篇名

Does Left-Right Matter? Effects of Product-Price Left-Right Placement and Construal Level on Product Evaluation

DOI

10.6226/NTUMR.202104_31(1).0005

作者

鄭兆宏(Zhao-Hong Cheng)；張純端(Chun-Tuan Chang)；賴立婕(Li-Chieh Lai)

关键词

產品－價格左右相對位置 ； 解釋水平 ； 時間窗 ； 產品享樂／實用價值 ； 知覺品質 ； price-product left-right placement ； construal level ； time window ； product utilitarian/hedonic value ； perceived quality

期刊名称

臺大管理論叢

卷期/出版年月

31卷1期（2021 / 04 / 01）

页次

155 - 187

内容语文

繁體中文
中文摘要

廣告中的空間視覺因素，總會提供消費者在觀看廣告時一些線索，因為消費者對於空間位置上各有不同的認知，而行銷領域的學者早已對相關的議題如置入廣告在網頁中的擺放位置、產品在廣告中的擺放位置等與消費者的認知進行探討。對行銷者來說，了解消費者的想法，才能讓廣告中的空間配置成為有利於消費者對產品產生正面評價的線索。本研究利用「價格」和「產品」兩圖片的相對位置，探討兩者左右相對位置對消費者可能產生的影響，另外結合影響消費者心理思考模式的解釋水平變數，希望為產品與價格左右空間配置的研究開拓新的篇章。本研究以實驗設計法探討產品－價格左右相對位置（價格置於產品左邊vs. 價格置於產品右邊），搭配消費者不同的解釋水平（高解釋水平vs. 低解釋水平），觀察消費者在產品評價上的反應。透過四個實驗，從思考模式、時間窗和產品享樂∕實用價值三個面向來操弄解釋水平的高低，藉由使用不同的廣告呈現方式（看板、單一產品傳單、產品平面廣告及包含多樣產品的商店傳單）以增加研究的外部性，依變數選擇上包括產品知覺價值、購買意願與願付價格。研究結果指出，當消費者使用低解釋水平時，廣告中價格置於產品的右邊會比價格置於產品的左邊使消費者有較高的產品評價；當消費者使用高解釋水平時，廣告中反而價格置於產品左邊會比價格置於產品右邊使消費者有較高的產品評價，消費者對產品的知覺品質可用來解釋此交互作用的產生背後的機制。本研究發現促使行銷人員在設計廣告空間配置時更多考量點，針對目標客群提供產品－價格左右相對不同的擺放位置，以誘發不同解釋水平思考模式，進而獲得較高的產品評價。
英文摘要

Previous research has demonstrated visuals of products and prices can impact consumer perceptions. The current research examines how product-price left-right placement (price left, product right vs. price right, product left) in an ad affects consumers' perceived value. We propose that construal level (high vs. low) can moderate the relationship between product-price left-right placement and perceived value. This research further explores three dimensions of construal level (i.e., mindset, time window and product utilitarian/hedonic value). We also conduct four experiments using different ad formats (i.e., billboard, direct mails, and print ads) to enhance the generalizability of this research. Dependent measures include perceived product value, purchase intention, and willingness to pay. The results indicate that when using low construal level to process the information, experiment subjects s exposed to an ad in which price is placing on the right and product on the left show higher product evaluation of the promoted product than those exposed to the same ad but with price on the left and product on the right. On the other hand, when people receive high construal level to process information, they would show higher product evaluation of the promoted product when viewing an ad with ＂price on the left, product on the right.＂ Perceived product quality serves as the underlying mechanism behind the above phenomenon. The findings provide marketers with insights regarding advertising design, that is, appropriate price-product left-right placement should be used for the target audience to enhance their advertising effects.
主题分类 基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. Chang, C. T.,Wang, H. Y.(2020).Is a bigger picture better? The impact of product-model ratio and brand-consumer relationship on advertising effectiveness.NTU Management Review,30(1),131-162.
    連結：
  2. Yang, C. M.(2013).Influences of haptic information on consumers’ quality expectations and coupon redemption intentions.NTU Management Review,24(1),101-128.
    連結：
  3. Aaker, D. A.(1995).Building Strong Brands.New York, NY:Free Press.
  4. Biswas, A.,Bhowmick, S.,Guha, A.,Grewal, D.(2013).Consumer evaluations of sale prices: Role of the subtraction principle.Journal of Marketing,77(4),49-66.
  5. Bomemann, T.,Homburg, C.(2011).Psychological distance and the dual role of rice.Journal of Consumer Research,38(3),490-504.
  6. Cai, F.,Shen, H.,Hui, M. K.(2012).The effect of location on price estimation: Understanding number-location and number-order associations.Journal of Marketing Research,49(5),718-724.
  7. Casasanto, D.(2009).Embodiment of abstract concepts: Good and bad in right- and left-handers.Journal of Experimental Psychology: General,138(3),351-367.
  8. Casasanto, D.,Henetz, T.(2012).Handedness shapes children’s abstract concepts.Cognitive Science,36(2),359-372.
  9. Chae, B.,Hoegg, J.(2013).The future looks "right": Effects of horizontal location of advertising images on product attitude.Journal of Consumer Research,40(2),223-238.
  10. Chae, B.,Li, X.,Zhu, R.(2013).Judging product effectiveness from perceived spatial proximity.Journal of Consumer Research,40(2),317-335.
  11. Chang, C. T.,Chen, P. C.,Chu, X. Y.,Kung, M. T.,Huang, Y. F.(2018).Is cash always King? Building product-cause fit and product type in cause-related marketing.Psychology & Marketing,35(1),990-1009.
  12. Chatterjee, A.(2001).Language and space: Some interactions.Trends in Cognitive Sciences,5(2),55-61.
  13. Chatterjee, A.,Maher L. M.,Heilman, K. M.(1995).Spatial characteristics of thematic role representation.Neuropsychologia,33(5),643-648.
  14. Chatterjee, A.,Southwood, M. H.,Basilico, D.(1999).Verb, events and spatial representations.Neuropsychologia,37(4),395-402.
  15. Cheema, A.,Patrick, V. M.(2008).Anytime versus only: Mind-sets moderate the effect of expansive versus restrictive frames on promotion evaluation.Journal of Marketing Research,45(4),462-472.
  16. Cho, Y. N.(2015).Different shades of green consciousness: The interplay of sustainability labeling and environmental impact on product evaluations.Journal of Business Ethics,128(1),73-82.
  17. Christman, S.,Pinger, K.(1997).Lateral biases in aesthetic preferences: Pictorial dimensions and neural mechanisms.Laterality,2(2),155-175.
  18. Dehaene, S.,Bossini, S.,Giraux, P.(1993).The mental representation of parity and number magnitude.Journal of Experimental Psychology: General,122(3),371-396.
  19. Deng, X. Y.,Kahn, B. E.(2009).Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation.Journal of Marketing Research,46(6),725-738.
  20. Freitas, A. L.,Gollwizer, P.,Trope, Y.(2004).The influence of abstract and concrete mindsets on anticipating and guiding others’ self-regulatory efforts.Journal of Experimental Social Psychology,40(6),739-752.
  21. Goodrich, K.(2010).What’s up? Exploring upper and lower visual field advertising effects.Journal of Advertising Research,50(1),91-106.
  22. Hou, J.,Du, L.,Li, J.(2008).Cause’s attributes influencing consumer’s purchasing intention: Empirical evidence from China.Asia Pacific Journal of Marketing and Logistics,20(4),363-380.
  23. Jeong, E.,Jang, S.(2015).Healthy menu promotions: A match between dining value and temporal distance.International Journal of Hospitality Management,45,1-13.
  24. Knutson, B.,Rick, S.,Wimmer, G. E.,Prelec, D.,Loewenstein, G.(2007).Neural predictors of purchases.Neuron,53(1),147-156.
  25. Kuschel, S.,Förster, J.,Denzler, M.(2010).Going beyond information given: How approach versus avoidance cues influence access to higher order information.Social Psychological and Personality Science,1(1),4-11.
  26. Meier, B. P.,Robinson, M. D.(2004).Why the sunny side is up: Associations between affect and vertical position.Psychological Science,15(4),243-247.
  27. Puccinelli, N. M.,Chandrashekaran, R.,Grewal, D.,Suri, R.(2013).Are men seduced by red? The effect of red versus black prices on price perceptions.Journal of Retailing,89(2),115-125.
  28. Rick, S. I.,Cryder, C. E.,Loewenstein, G.(2008).Tightwads and spendthrifts.Journal of Consumer Research,34(6),767-782.
  29. Schubert, T. W.(2005).Your highness: Vertical positions as perceptual symbols of power.Journal of Personality and Social Psychology,89(1),1-21.
  30. Shah, A. M.,Elsenkraft, N.,Bettman, J. R.,Chartrand, T. L.(2016)."Paper or plastic?": How we pay influences post-transaction connection.Journal of Consumer Research,42(5),688-708.
  31. Shapiro, S. A.,Nielsen, J. H.(2013).What the blind eye sees: Incidental change detection as a source of perceptual fluency.Journal of Consumer Research,39(6),1202-1218.
  32. Shu, S. B.,Gneezy, A.(2010).Procrastination of enjoyable experiences.Journal of Marketing Research,47(5),933-944.
  33. Suri, R.,Monroe, K. B.(2003).The effects of time constraints on consumers’ judgments of prices and products.Journal of Consumer Research,30(1),92-104.
  34. Sweeney, J. C.,Soutar, G. N.,Johnson, L. W.(1999).The role of preceived risk in the quality-value relationship: A study in a retail environment.Journal of Retailing,75(1),77-105.
  35. Trope, Y.,Liberman, N.(2000).Temporal construal and time-dependent changes in preference.Journal of Personality and Social Psychology,79(6),876-889.
  36. Trope, Y.,Liberman, N.,Wakslak, C.(2007).Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior.Journal of Consumer Psychology,17(2),83-95.
  37. Valenzuela, A.,Raghubir, P.(2015).Are consumers aware of top-bottom but not of left-right inferences? Implications for shelf space positions.Journal of Experimental Psychology: Applied,21(3),224-241.
  38. Valenzuela, A.,Raghubir, P.,Mitakakis, C.(2013).Shelf space schemas: Myth or reality?.Journal of Business Research,66(7),881-888.
  39. Vallacher, R. R.,Wegner, D. M.(1989).Levels of personal agency: Individual variation in action identification.Journal of Personality and Social Psychology,57(4),660-671.
  40. van Doorn, J.,Verhoef, P. C.(2011).Willingness to pay for organic products: Differences between virtue and vice foods.International Journal of Research in Marketing,28(3),167-180.
  41. van Rompay, T. J. L.,de Vries, P. W.,Bontekoe, F.,Tanja-Dijkstra, K.(2012).Embodied product perception: Effects of verticality cues in advertising and packaging design on consumer impressions and price expectations.Psychology & Marketing,29(12),919-928.
  42. van Rompay, T.,Hekkert, P.,Saakes, D.,Russo, B.(2005).Grounding abstract object characteristics in embodied interactions.Acta Psychologica,119(3),315-351.
  43. Wood, G.,Fischer, M. H.(2008).Numbers, space, and action: From finger counting to the mental number line and beyond.Cortex,44(4),353-358.
  44. Wu, W. Y.,Lu, H. Y.,Wu, Y. Y.,Fu, C. S.(2012).The effects of product scarcity and consumers’ need for uniqueness on purchase intention.International Journal of Consumer Studies,36(3),263-274.
  45. Yan, D.,Sengupta, J.(2011).Effects of construal level on the price-quality relationship.Journal of Consumer Research,38(2),376-389.
  46. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.
  47. Zellermayer, O.(1996).Pittsburgh, PA,Carnegie Mellon University.
  48. Zhao, M.,Hoeffler, S.,Zauberman, G.(2007).Mental simulation and preference consistency over time: The role of process-versus outcome-focused thoughts.Journal of Marketing Research,44(3),379-388.
print cancel