The effect of product positioning in a comparison table on consumers' evaluation of a sponsor
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 prod...
Gespeichert in:
| Veröffentlicht in: | Marketing letters 2012-03, Vol.23 (1), p.367-380 |
|---|---|
| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 380 |
|---|---|
| container_issue | 1 |
| container_start_page | 367 |
| container_title | Marketing letters |
| container_volume | 23 |
| creator | Choi, Jungsil Myer, Duane W. |
| description | 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. |
| doi_str_mv | 10.1007/s11002-012-9162-9 |
| format | Article |
| fullrecord | <record><control><sourceid>jstor_proqu</sourceid><recordid>TN_cdi_proquest_miscellaneous_963632608</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><jstor_id>41488787</jstor_id><sourcerecordid>41488787</sourcerecordid><originalsourceid>FETCH-LOGICAL-c443t-57b7b45141d50b75f638567f453244a5fe19bd74489fe1db606d50de86a80ae73</originalsourceid><addsrcrecordid>eNp9kEtLxDAUhYMoOI7-ABdCcDOrat6PpQy-YMDNCG4kpG06dmibmrSC_96UioILN7kH8p1zLweAc4yuMELyOuI0SIYwyTQW6TkAC8wlzRDXL4dggTRJWjB-DE5i3COElEB4AV63bw66qnLFAH0F--DLMcnex3qofVd3O1h30MLCt70NdfQdHGzeOJhE4bs4ti7EFXQfthnt5JhSLIx9-vPhFBxVtonu7HsuwfPd7Xb9kG2e7h_XN5usYIwOGZe5zBnHDJcc5ZJXgiouZMU4JYxZXjms81IypnSSZS6QSGDplLAKWSfpEqzm3HT_--jiYNo6Fq5pbOf8GI0WVFAikErk5R9y78fQpeOMJoQTrLBOEJ6hIvgYg6tMH-rWhk-DkZnqNnPdJtVtprrN5CGzJya227nwG_yf6WI27ePgw88WhplSUkn6Ba0Vi4w</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>922521819</pqid></control><display><type>article</type><title>The effect of product positioning in a comparison table on consumers' evaluation of a sponsor</title><source>Springer Online Journals Complete</source><source>Business Source Complete</source><source>JSTOR Archive Collection A-Z Listing</source><creator>Choi, Jungsil ; Myer, Duane W.</creator><creatorcontrib>Choi, Jungsil ; Myer, Duane W.</creatorcontrib><description>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.</description><identifier>ISSN: 0923-0645</identifier><identifier>EISSN: 1573-059X</identifier><identifier>DOI: 10.1007/s11002-012-9162-9</identifier><language>eng</language><publisher>Boston: Springer Science + Business Media</publisher><subject>Advert positioning ; Advertising ; Advertising to sales ratios ; Brands ; Business and Management ; College students ; Comparative advertising ; Competition ; Consumer attitudes ; Consumer behaviour ; Consumer preferences ; Consumer research ; Corporate sponsorship ; Empirical evidence ; Information processing ; Local advertising ; Marketing ; Perception ; Preferences ; Press ; Printing ; Products ; Reading ; Reading habits ; Sponsor ; Sponsored search</subject><ispartof>Marketing letters, 2012-03, Vol.23 (1), p.367-380</ispartof><rights>2012 Springer Science+Business Media, LLC</rights><rights>Springer Science+Business Media, LLC 2012</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c443t-57b7b45141d50b75f638567f453244a5fe19bd74489fe1db606d50de86a80ae73</citedby><cites>FETCH-LOGICAL-c443t-57b7b45141d50b75f638567f453244a5fe19bd74489fe1db606d50de86a80ae73</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.jstor.org/stable/pdf/41488787$$EPDF$$P50$$Gjstor$$H</linktopdf><linktohtml>$$Uhttps://www.jstor.org/stable/41488787$$EHTML$$P50$$Gjstor$$H</linktohtml><link.rule.ids>314,777,781,800,27905,27906,41469,42538,51300,57998,58231</link.rule.ids></links><search><creatorcontrib>Choi, Jungsil</creatorcontrib><creatorcontrib>Myer, Duane W.</creatorcontrib><title>The effect of product positioning in a comparison table on consumers' evaluation of a sponsor</title><title>Marketing letters</title><addtitle>Mark Lett</addtitle><description>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.</description><subject>Advert positioning</subject><subject>Advertising</subject><subject>Advertising to sales ratios</subject><subject>Brands</subject><subject>Business and Management</subject><subject>College students</subject><subject>Comparative advertising</subject><subject>Competition</subject><subject>Consumer attitudes</subject><subject>Consumer behaviour</subject><subject>Consumer preferences</subject><subject>Consumer research</subject><subject>Corporate sponsorship</subject><subject>Empirical evidence</subject><subject>Information processing</subject><subject>Local advertising</subject><subject>Marketing</subject><subject>Perception</subject><subject>Preferences</subject><subject>Press</subject><subject>Printing</subject><subject>Products</subject><subject>Reading</subject><subject>Reading habits</subject><subject>Sponsor</subject><subject>Sponsored search</subject><issn>0923-0645</issn><issn>1573-059X</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2012</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNp9kEtLxDAUhYMoOI7-ABdCcDOrat6PpQy-YMDNCG4kpG06dmibmrSC_96UioILN7kH8p1zLweAc4yuMELyOuI0SIYwyTQW6TkAC8wlzRDXL4dggTRJWjB-DE5i3COElEB4AV63bw66qnLFAH0F--DLMcnex3qofVd3O1h30MLCt70NdfQdHGzeOJhE4bs4ti7EFXQfthnt5JhSLIx9-vPhFBxVtonu7HsuwfPd7Xb9kG2e7h_XN5usYIwOGZe5zBnHDJcc5ZJXgiouZMU4JYxZXjms81IypnSSZS6QSGDplLAKWSfpEqzm3HT_--jiYNo6Fq5pbOf8GI0WVFAikErk5R9y78fQpeOMJoQTrLBOEJ6hIvgYg6tMH-rWhk-DkZnqNnPdJtVtprrN5CGzJya227nwG_yf6WI27ePgw88WhplSUkn6Ba0Vi4w</recordid><startdate>20120301</startdate><enddate>20120301</enddate><creator>Choi, Jungsil</creator><creator>Myer, Duane W.</creator><general>Springer Science + Business Media</general><general>Springer US</general><general>Springer Nature B.V</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>8AO</scope><scope>8BJ</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FQK</scope><scope>FRNLG</scope><scope>F~G</scope><scope>JBE</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PYYUZ</scope><scope>Q9U</scope></search><sort><creationdate>20120301</creationdate><title>The effect of product positioning in a comparison table on consumers' evaluation of a sponsor</title><author>Choi, Jungsil ; Myer, Duane W.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c443t-57b7b45141d50b75f638567f453244a5fe19bd74489fe1db606d50de86a80ae73</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2012</creationdate><topic>Advert positioning</topic><topic>Advertising</topic><topic>Advertising to sales ratios</topic><topic>Brands</topic><topic>Business and Management</topic><topic>College students</topic><topic>Comparative advertising</topic><topic>Competition</topic><topic>Consumer attitudes</topic><topic>Consumer behaviour</topic><topic>Consumer preferences</topic><topic>Consumer research</topic><topic>Corporate sponsorship</topic><topic>Empirical evidence</topic><topic>Information processing</topic><topic>Local advertising</topic><topic>Marketing</topic><topic>Perception</topic><topic>Preferences</topic><topic>Press</topic><topic>Printing</topic><topic>Products</topic><topic>Reading</topic><topic>Reading habits</topic><topic>Sponsor</topic><topic>Sponsored search</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Choi, Jungsil</creatorcontrib><creatorcontrib>Myer, Duane W.</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>ProQuest Pharma Collection</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>International Bibliography of the Social Sciences</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Marketing letters</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Choi, Jungsil</au><au>Myer, Duane W.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The effect of product positioning in a comparison table on consumers' evaluation of a sponsor</atitle><jtitle>Marketing letters</jtitle><stitle>Mark Lett</stitle><date>2012-03-01</date><risdate>2012</risdate><volume>23</volume><issue>1</issue><spage>367</spage><epage>380</epage><pages>367-380</pages><issn>0923-0645</issn><eissn>1573-059X</eissn><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.</abstract><cop>Boston</cop><pub>Springer Science + Business Media</pub><doi>10.1007/s11002-012-9162-9</doi><tpages>14</tpages><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0923-0645 |
| ispartof | Marketing letters, 2012-03, Vol.23 (1), p.367-380 |
| issn | 0923-0645 1573-059X |
| language | eng |
| recordid | cdi_proquest_miscellaneous_963632608 |
| source | Springer Online Journals Complete; Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Advert positioning Advertising Advertising to sales ratios Brands Business and Management College students Comparative advertising Competition Consumer attitudes Consumer behaviour Consumer preferences Consumer research Corporate sponsorship Empirical evidence Information processing Local advertising Marketing Perception Preferences Press Printing Products Reading Reading habits Sponsor Sponsored search |
| title | The effect of product positioning in a comparison table on consumers' evaluation of a sponsor |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-18T16%3A05%3A36IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-jstor_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The%20effect%20of%20product%20positioning%20in%20a%20comparison%20table%20on%20consumers'%20evaluation%20of%20a%20sponsor&rft.jtitle=Marketing%20letters&rft.au=Choi,%20Jungsil&rft.date=2012-03-01&rft.volume=23&rft.issue=1&rft.spage=367&rft.epage=380&rft.pages=367-380&rft.issn=0923-0645&rft.eissn=1573-059X&rft_id=info:doi/10.1007/s11002-012-9162-9&rft_dat=%3Cjstor_proqu%3E41488787%3C/jstor_proqu%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=922521819&rft_id=info:pmid/&rft_jstor_id=41488787&rfr_iscdi=true |