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Keywords: Approach behavior
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Journal Articles
Facing “Yes,” backing “No”: judging product efficacy via body orientation
Available to Purchase
Journal of Product & Brand Management 1–14.
Published: 02 February 2026
... rather than turned away. This effect is sequentially mediated by perceived approach behavior and perceived harmony between the model and the product. Notably, this facing-orientation advantage occurs only in effect images – visuals that clearly display the product’s outcome or problems to be solved...
Includes: Supplementary data
