3D More Than Meets the Eye: Visual Boundaries and Variety-Seeking Behavior

Many online retailers use seemingly innocuous visual boundaries when presenting product information. The authors argue that, beyond their aesthetic role, visual boundaries can strengthen or weaken variety-seeking behavior but the impact depends on consumer cognitive load. In addition, information richness serves as a moderator of the proposed visual boundary effect.


Na Wen (2019) ,"3D More Than Meets the Eye: Visual Boundaries and Variety-Seeking Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.


Na Wen, California State University Northridge, USA


NA - Advances in Consumer Research Volume 47 | 2019

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