In previous studies conducted in Europe and the United States at sales floors such as shopping malls, it is consistent that products displayed horizontally rather than vertically promote consumer purchasing (advantage of horizontal display). Has been reported.

 However, this time, Associate Professor Atsushi Ariga of the Graduate School of Integrated Arts and Sciences, Hiroshima University made a new hypothesis that "the dominant display direction in consumer product selection depends on the culture of reading," and in fact, the superiority of horizontal display. It was shown that sex is not a universal phenomenon and may depend on the culture of side-reading by Westerners.And, in Japanese who have both vertical reading and horizontal reading culture, it was newly discovered that the superiority of vertical and horizontal display exists depending on the situation and can be operated externally.

 Associate Professor Ariga conducted an experiment in which images of 10 types of ice cream arranged vertically or horizontally were presented and product selection was made assuming the purchasing situation.As a result, it was found that there was no difference in the product selection of the Japanese experiment participants between the vertical display and the horizontal display, and the Japanese did not show the superiority of the horizontal display.

 Next, in Japanese, it is predicted that the superiority of vertical and horizontal display will occur depending on the situation (experience of reading immediately before), and just before presenting the image of ice cream, vertical or horizontal writing will be given to the experiment participants. Was read silently.Then, as expected, it was found that the product selection was promoted by the display that matched the direction of silent reading (vertical display in vertical reading, horizontal display in horizontal reading).

 From this, it became clear that the effective display direction in Japanese product selection is determined by the experience of the previous reading and can be operated externally.Examination in the actual field (actual sales floor and online shopping) is a topic for the future, but the knowledge obtained this time may be applied to marketing practice as a scientific method for promoting consumer purchasing.

Paper information:[PLOS ONE] Reading habits contribute to the effects of display direction on product choice

Hiroshima University

Learning to design your own life. A university that will shine in the world even after 100 years

5 undergraduate faculties and 12 research areas under the five principles of "spirit of seeking peace," "creation of new knowledge," "education to cultivate a rich sense of humanity," "coexistence with local and international communities," and "constant self-transformation." Comprehensive research university with Department 4 Research Institute.Promoting university reforms that focus on both educational and research capabilities, while continuously producing global human resources[…]

University Journal Online Editorial Department

This is the online editorial department of the university journal.
Articles are written by editorial staff who have a high level of knowledge and interest in universities and education.