Turning Right: The Impact of Text Rotation (Left vs. Right) on Consumer Product Preferences
研究发现广告或包装中向右旋转的文字比向左旋转更能提升消费者对产品的偏好，因为右旋增强了产品突出属性的感知强度，且节食目标会调节这一效应。
The rotation of ad copywriting, involving the spatial orientation of product information, is a frequent practice in advertising and product packaging. This research demonstrates a novel effect, by which spatially rotating text (left or right) in advertising or on packaging impacts consumer product preference. Across four studies and one pilot study, this research consistently demonstrates that right-rotated text leads to increased product preference compared with left-rotated text when a larger magnitude of salient product attributes is desirable. This effect is theoretically explained by right rotation increasing the magnitude perception of salient product attributes, consequently increasing product preference. Furthermore, this research identifies dieting goals as an important moderator of the effect; the effect of text rotation occurs for consumers with a dieting goal for a healthy product but is reversed for an unhealthy product.