Facing “Yes,” backing “No”: judging product efficacy via body orientation

Purpose Online product displays that feature models play a crucial role in consumer perception and behavior. This paper aims to investigate how a model’s body orientation in product images (facing toward vs. turned away from the product) influences consumers’ perceptions of product efficacy. Design/methodology/approach Four online experiments were conducted using participants recruited via Credamo to examine how body orientation affects perceived product efficacy. Findings Consumers perceive products as more effective when the model is facing the product 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. Originality/value This study offers both theoretical and practical contributions by revealing psychological mechanisms (approach behavior and harmony) underlying the influence of body orientation on perceived product efficacy and by identifying a key boundary condition (effect image). These insights provide actionable guidance for improving product presentation in online marketing.