Browse > Article
http://dx.doi.org/10.14400/JDC.2021.19.12.397

The Effects of Product Image Locations and Product Type on Responses to Search Engine Advertising  

Lee, Sungmi (Division of Advertising, PR, & Visual Communication, Hanshin University)
Publication Information
Journal of Digital Convergence / v.19, no.12, 2021 , pp. 397-404 More about this Journal
Abstract
Product image location in search engine advertising plays an important role in consumer perception when the product is relatively low involved and has functional value. The purpose of this research is to investigate the interaction effects of product image location and product type on advertising effectiveness. Building on the literature of location effects, we show that for products for which heaviness is considered a positive attribute, product image placed on the right are preferred. To test hypotheses, a 2(product image location: left vs. right) × 2(product type: single vs. bundle) experiment is conducted and a total of 144 paricipants took part in the experiment. The results revealed that respondents show higher brand attitude and purchse intention toward a bundle product's advertising with product image place on the right. The results provide implications and suggestions for improving search engine advertising and marketing strategies.
Keywords
Search Engine Advertising; Digital Advertising; E-Commerce; Location Effect; Product Image;
Citations & Related Records
연도 인용수 순위
  • Reference
1 F. Cai & M. K. Hui (2012). The effect of location on price estimantion: Understanding number-location and number-order associactions. Journal of Marketing Research, (October), 718 -724.
2 P. Chandon & B. Wansink (2007). The biasing health halos of fast-food restaurant health claims: Lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.   DOI
3 T. Sunaga, J. Park, & C. Spence (2016). Effects of lightness-location congruency on consumers' purchase decision-making. Psychology & Marketing, 33(11), 934-950.   DOI
4 A. Y. Lee & J. Aaker (2004). Bring the frame into focus: The influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205-218.   DOI
5 Y. Zhang, H. Kwak, H. Jeong, & P. Marina (2018). Facing the "Right" side? The effect of product facing direction. Journal of Advertising, 48, 153-166.   DOI
6 B. Alford & A. Biswas (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavior intention. Journal of Business Research, 55, 775-783.   DOI
7 J. Park (2019). Effect of Left-right perceptual bias and product display congruency on processing fluency and product choice. Korea Journal of Marketing. 34(November), 29-51.   DOI
8 A. Valenzuela, P. Raghubir, & C. Mitakakis (2012). Shelf space schemas: Myth or reality? Journal of Business Research, DOI:10.1016/ j. jbusres.2011.12.006   DOI
9 Cheil magazine (2021.02.09). Title South Korea's ad spend forecast. Name Cheil Magazine. http://www.magazine.cheil.com
10 X. Deng & B. Kahn (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.   DOI
11 B. Chae & J. Hoegg (2013). The future looks 'right': Effects of horizontal location of advertising images on product attitude. Journal of Consumer Research, 40(2), 223-238.   DOI
12 R. Arnheim (1974). Art and Visual Perception: A Psychology of the Creative Eye. Berkeley, CA: University of California Press.
13 H. Roedige & K. McDermott (1993). Implicit memory in normal human participants. in Handbook of neuropsychology, Francois Boller and Jordan Grafman, eds., Amsterdam: Elsvier, 63-13.
14 I. Yaveroglu & N. Donthu (2008). Advertising repetition and placement issues in online environments. Journal of Advertising, 37(2), 31-44.   DOI
15 S.Dehaene, M. Piazza, P. Pinel, & L. Cohen (2003). Three parietal circuits for number processing. Cognitive Neuropsychology, 20, 487-506.   DOI
16 M. McDonald & F. Cranor (2010). Americans' attitudes about Internet behavioral advertising practices. WPES '10 Proceedings of the 9th annual ACM workshop on Privacy in the electronic society, 63-72.
17 R. E. Petty & J. T. Cacioppo (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855.   DOI
18 N. Jostmann, D. Lakens, & T. Schubert (2009). Weight as an embodiment of importance. Psychological Science, 20(9), 1169-1174.   DOI
19 B. Piqueras-Fiszman & C. Spence (2012). The weight of the container influences expected satiety, perceived density, and subsequent expected fullness. Appetite, 58(2), 559-562.   DOI
20 R. Van & A. Pruyn (2011). When visual product features speak the same language: Effects of shape-typeface congruence on brand perception and price expectations. Journal of Product Innovation Management, 28(4), 599-610.   DOI