Abstract: How product thumbnail's location impacts the consumers' attention and memory is studied based on the attention inertia theory. Repetitive experiment situations are designed by putting the product thumbnail on the right, at the bottom or on both sides of one page and differentiating the products in their familiarity. Eye movement experiment is used to prove the results of consumers' attention and memory. The results are as follows, consumers' attention to and memory of thumbnails in the product pages are affected by location. The thumbnails on the right side are more attractive to consumers and have better memory effect than those at the bottom. Brand familiarity of products significantly regulates the effect of thumbnail location on consumers' attention and memory. According to the conclusions drawn from the study, suggestions are provided on how to design online product page layout to improve the effect of thumbnail advertising, which is of practical value.

Key words: position, product thumbnail, brand familiarity, attention inertia, eye movement experiment