Up or down? The effect of vertical display on consumers’ attitude toward recycled product advertisements

Yanfeng Lin, Shenghong Ye, Guangrui Liu and Zhiheng Lin

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: Recycled products are the products derived from remanufacturing waste materials. This research investigates how the vertical position of recycled products relative to their raw materials changes consumers' evaluation of recycled products advertisement. Across three experimental studies, this research demonstrates that under the metaphorical effect of "recycled products-up, raw materials-down", when the recycled products are displayed above their raw materials instead of below, consumers can perceive higher processing fluency, and thus better attitude toward the recycled products advertisements. However, placing products in a higher vertical position does not always lead to better consumer response. For consumers with low metaphor accessibility of "recycled products-up, raw materials-down", the effect of vertical position on processing fluency attenuates, resulting lower consumer attitude. Our findings advance existing knowledge about the recycled products, and provide enlightening suggestions for how marketers promote their recycled products effectively.

Keywords: Recycled product; Conceptual metaphor; Vertical spatial position; Processing fluency; Metaphor accessibility (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923004435
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004435

DOI: 10.1016/j.jretconser.2023.103692

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().