Using Visual Design to Improve Customer Perceptions of Online Assortments

Barbara E. Kahn

Journal of Retailing, 2017, vol. 93, issue 1, 29-42

Abstract: In the future, we expect to see more shopping on-line or on smart phones. This suggests that understanding how visual design decisions can influence consumers’ reactions to online assortments is important. New advances in neuro-marketing techniques, such as sophisticated eye tracking methodology, can help understand exactly what drives consumers’ attention and processing efficiency.

Keywords: Online retailing; Perceived variety; Product assortment; Perceptual fluency; Attention; Visual complexity (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (40)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:93:y:2017:i:1:p:29-42

DOI: 10.1016/j.jretai.2016.11.004

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