When payment options stand out: Payment option salience on the product page increases purchase likelihood
研究发现，在产品页面上突出显示支付选项（如使用标志或醒目展示）能促使消费者想象支付过程，从而提高购买可能性，但认知负荷高时效果减弱。
Displaying payment option information on the product page is a growing phenomenon we observed in the online retail landscape. However, research falls short in documenting how and why presenting payment option information on the product page influences consumers’ purchase decisions. Across four studies, including field and online experiments, we show that making payment options salient on the product page increases purchase likelihood, because it prompts consumers to engage in mental simulation of the payment process. Online retailer website designs that enhance payment option salience on the product page, such as through the use of logos and prominently visible displays, thus can increase purchase likelihood. However, under high cognitive load the effect can be mitigated. Our findings contribute to the literature by introducing the notion of payment option salience as well as providing insights to the retailers on how to effectively communicate payment option information.