Larger Screen, Inaccurate Perceptions: Investigating Visual Framing Effects on Online Shoppers’ Product-Size Estimation
Incorrect size is often a principal reason behind e-commerce returns. This research investigates the visual framing effects of screen size on e-shoppers’ accuracy of product-size estimations. Three experiments reveal the mechanism behind screen size effects and inform practical recommendations about optimization of e-retailers’ websites.
Sorim Chung and Maria Karampela (2020) ,"Larger Screen, Inaccurate Perceptions: Investigating Visual Framing Effects on Online Shoppers’ Product-Size Estimation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 653-654.
Sorim Chung, Rochester Institute of Technology, USA
Maria Karampela, University of Strathclyde
NA - Advances in Consumer Research Volume 48 | 2020
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