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      Complexity or simplicity? Designing product pictures for advertising in online marketplaces

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      Complexity or simplicity Designing product pictures for advertising in online marketplaces.pdf (1.292Mb)
      Date
      2016-01-31
      Author
      Wu, Kewen
      Vassileva, Julita
      Zhao, Yuxiang
      Noorian, Zeinab
      Waldner, Wesley
      Adaji, Ifeoma
      Publisher
      Pergamon
      Type
      Article
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      Abstract
      In online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers’ judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers’ pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming.
      URI
      http://hdl.handle.net/10388/7855
      Subject
      C2C market
      Visual complexity
      Complexity contrast
      Selective attention
      Lab experiment
      Complexity
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