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

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dc.contributor.authorWu, Kewen
dc.contributor.authorVassileva, Julita
dc.contributor.authorZhao, Yuxiang
dc.contributor.authorNoorian, Zeinab
dc.contributor.authorWaldner, Wesley
dc.contributor.authorAdaji, Ifeoma
dc.date.accessioned2017-05-10T16:38:34Z
dc.date.available2017-05-10T16:38:34Z
dc.date.issued2016-01-31
dc.description.abstractIn 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.en_US
dc.identifier.urihttp://hdl.handle.net/10388/7855
dc.language.isoen_USen_US
dc.publisherPergamonen_US
dc.subjectC2C marketen_US
dc.subjectVisual complexityen_US
dc.subjectComplexity contrasten_US
dc.subjectSelective attentionen_US
dc.subjectLab experimenten_US
dc.subjectComplexityen_US
dc.titleComplexity or simplicity? Designing product pictures for advertising in online marketplacesen_US
dc.typeArticleen_US

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