Abstract: An electric heater with a post and a heating member; which comprises an orientation device comprising a pole or spindle fixed on the post; a movable plate formed with front and rear holes and rotatably mounted on the pole or spindle through its front hole, carrying the heating member; a geared motor with a shaft extending downwardly through the rear hole of the movable plate; a transmission plate formed with mating teeth on the upper surface and rotatably fixed to the lower end of the motor shaft; a driving plate carrying a guide pin on or near its lower edge and formed with mating teeth on its bottom surface to be engaged with the counter part of the transmission plate; a spring mounted around the motor shaft under the movable plate for elastically pressing the driving plate downwardly; and an elongate guide path formed on the post for receiving the guide pin and allowing it to reciprocate straightly therein, for automatically and easily converting the direction of heat reflection of the reflector is disclos