The Effect of Empty Space on Choice Deferral

Visual space is a fundamental component in visual communications. In five experiments, we demonstrate that the blank margin of a choice set increases the extent to which consumers defer choices. Our findings show that this effect is driven by the enhanced salience of alternatives instead of processing difficulty and fluency.


Canice Man Ching Kwan, Han Gong, and Meng Zhu (2019) ,"The Effect of Empty Space on Choice Deferral", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 719-719.


Canice Man Ching Kwan, Open University of Hong Kong, China
Han Gong, Shanghai University of Finance and Economics, China
Meng Zhu, Johns Hopkins University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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