Integrating research on visual marketing, spatial associations, and brand inferences, the authors conduct four studies demonstrating that when consumers see an ad featuring an object moving in a left-to-right, rather than a right-to-left, direction, their trust toward the featured brand increases. This effect is mediated by an enhanced sense of “feeling right” resulting from the fit between how Western consumers are accustomed to envisioning action and information unfolding (from left to right), and the direction of implied motion in the ad. The authors identify stereotypical gender associations of the brand as a theoretically relevant moderator, such that the favorable influence of a left-to-right motion direction on brand trust is enhanced when the advertised product is strongly (versus weakly) associated with masculine characteristics.

中文翻译：

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走向正确的方向？广告中的运动方向对品牌信任的影响

结合视觉营销，空间关联和品牌推论的研究，作者进行了四项研究，证明当消费者看到带有对象从左向右而不是从右向左移动的广告时，他们的信任向特色品牌增加。西方消费者习惯于预想动作和信息的展现方式（从左到右）与广告中隐含运动的方向之间的契合，可以增强“感觉正确”的感觉，从而调节这种效果。作者将品牌的定型性别联想确定为理论上相关的主持人，这样，当广告产品与男性特征强烈相关（相对较弱）时，左右运动方向对品牌信任的有利影响就会增强。