Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect

The location of an item influences a person's preference for that item, but it is unclear whether there is a preference for items located on the right or in the centre. In replication of the centre‐stage effect, it was found that when participants were presented with a line of five pictures, they preferred pictures in the centre rather than at either end. This applies when the line of pictures was arranged horizontally or vertically and when participants selected from five pairs of identical socks arranged vertically. The results support the centre‐stage explanation of location‐based preference rather than the hemispheric difference or body‐specific accounts. Implications of the effects of location on consumer choices and preference decisions are discussed. Copyright © 2011 John Wiley & Sons, Ltd.