Framing of Differences: Visual Product Frames Reduce Consumer Choice Deferrals
研究视觉产品框架如何通过影响消费者比较方式（替代品导向vs属性导向）来增加感知品类多样性，从而降低选择延迟率，为在线零售商提供产品展示设计建议。
Consumer choice deferral contributes to the low conversion rate in online retailing. This article investigates the impact of visual product frames on consumers’ decisions regarding choice deferral. The authors show that using visual frames to separate options in a product assortment increases consumers’ relative use of the by-alternative (vs. by-attribute) approach for option comparisons, which induces greater perception of assortment variety and subsequently decreases choice-deferral rate. Through seven preregistered studies (including an eye-tracking study and a field experiment), the authors obtain convergent empirical evidence for these proposed effects and suggest actionable guidelines for online retailers regarding how to best design their product displays to encourage sales.