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

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Featured

Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Featured

The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

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.