Merchandising/Marketing/Retailing: Branding

Presentation-Order Effect of Product Images on Consumers’ Evaluations in Online Shopping

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Abstract

We investigated how presentation order of product images influences consumers’ imagery processing and ultimately their purchase intentions. The between-subject experimental design was conducted with 2 (order of images) × 4(the number of images) × 2 (dress style replicates). The results showed that in one-image condition, participants were more likely to go through mental imagery processing when they saw an image evoking high mental imagery processing last rather than first, showing the recency effect. In the four-image condition, participants were more likely to be engaged in mental imagery processing when they were exposed to four images evoking high mental imagery processing before the four simple product images than for the reversed order, showing the primacy effect. This research provides theoretical and practical insights for both researchers and online retailers on the effectiveness of ordering product images according to the number of product images to elicit outcomes that are more positive.

Keywords: image order, mental imagery, purchase intentions, Purchase intentions, Mental imagery, Image order, presentation order

How to Cite:

Lee, J., Shin, E. & Kincade, D. H., (2020) “Presentation-Order Effect of Product Images on Consumers’ Evaluations in Online Shopping”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11855