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.



Citation:

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.

Authors

Sorim Chung, Rochester Institute of Technology, USA
Maria Karampela, University of Strathclyde



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More

Featured

Influence of Visual Crowding and Space Between Products on Consumer Choice

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.