The “Visual Preference Heuristic” and the Influence of Visual Versus Verbal Depiction on Perceived Assortment Variety

Claudia Townsend, University of Miami, USA
Barbara Kahn, University of Pennsylvania, USA
We identify and examine the consequences of a “visual preference heuristic” – that consumers choose visual depiction of information over verbal. Additionally we find that image depiction produces greater perceptions of assortment variety than text depiction which, while positive in small choice sets, in large choice sets is not.
[ to cite ]:
Claudia Townsend and Barbara Kahn (2012) ,"The “Visual Preference Heuristic” and the Influence of Visual Versus Verbal Depiction on Perceived Assortment Variety", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 223-227.