IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v49y2019icp279-288.html
   My bibliography  Save this article

Image-text inconsistency effect on product evaluation in online retailing

Author

Listed:
  • Lee, Kiljae
  • Choi, Jungsil

Abstract

This study examined the cognitive influence of inconsistency between image and text of product description. We found that the inconsistency hampers processing fluency, which in turn, negatively influences product evaluation. The effect was asymmetric, stronger when the image was negatively, rather than positively, discrepant from the text. Since people use the text as an anchor in resolving such discrepancy, the effect is strengthened by the negative affect when the value represented by the image is inferior to what is described in the text. The study provides insights for the retailing managers of e-commerce operations as well as flyer-based promotions.

Suggested Citation

  • Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:279-288
    DOI: 10.1016/j.jretconser.2019.03.015
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698917307142
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2019.03.015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    2. Grewal, Dhruv & Ailawadi, Kusum L. & Gauri, Dinesh & Hall, Kevin & Kopalle, Praveen & Robertson, Jane R., 2011. "Innovations in Retail Pricing and Promotions," Journal of Retailing, Elsevier, vol. 87(S1), pages 43-52.
    3. Aparna A. Labroo & Ravi Dhar & Norbert Schwarz, 2008. "Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 819-831, October.
    4. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    5. Bram Van den Bergh & Siegfried Dewitte & Luk Warlop, 2008. "Bikinis Instigate Generalized Impatience in Intertemporal Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 85-97, January.
    6. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    7. Karim Errajaa & Patrick Legoherel & Bruno Daucé, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Post-Print hal-01660956, HAL.
    8. Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.
    9. Parthasarathy Krishnamurthy & Anish Nagpal, 2010. "Making choices under conflict: The impact of decision frames," Marketing Letters, Springer, vol. 21(1), pages 37-51, March.
    10. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    11. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xingyuan Wang & Yingying Du & Yun Liu & Shuyang Wang, 2022. "Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention," IJERPH, MDPI, vol. 19(20), pages 1-19, October.
    2. Caroline Kopot & Brenda J. Cude, 2021. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    3. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lunardo, Renaud & Roux, Dominique & Chaney, Damien, 2016. "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations," Journal of Business Research, Elsevier, vol. 69(12), pages 6097-6105.
    2. Garaus, Marion & Wagner, Udo & Manzinger, Sandra, 2017. "Happy grocery shopper: The creation of positive emotions through affective digital signage content," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 295-305.
    3. Braun-LaTour, Kathryn A. & Puccinelli, Nancy M. & Mast, Fred W., 2007. "Mood, information congruency, and overload," Journal of Business Research, Elsevier, vol. 60(11), pages 1109-1116, November.
    4. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    5. Habib Alipour & Shahrzad Amelshahbaz & Farzad Safaeimanesh & Bahman Peyravi & Alireza Salavati, 2021. "The Impact of Environmental Stimuli on Hotel Service Employees’ Service Sabotage—Mediation Role of Emotional Intelligence and Emotional Dissonance," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    6. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    7. Lim, Elison Ai Ching & Ang, Swee Hoon, 2008. "Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning," Journal of Business Research, Elsevier, vol. 61(3), pages 225-232, March.
    8. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    9. Lee, Michael S.W. & Septianto, Felix & Frethey-Bentham, Catherine & Gao, Esther, 2020. "Condoms and bananas: Shock advertising explained through congruence theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Daniel Berki-Kiss & Klaus Menrad, 2019. "Consumer Preferences of Sustainability Labeled Cut Roses in Germany," Sustainability, MDPI, vol. 11(12), pages 1-19, June.
    11. Ursavas, Baris & Hesapci-Sanaktekin, Ozlem, 2013. "What happens when you're lost between happiness and sadness?," Journal of Business Research, Elsevier, vol. 66(7), pages 933-940.
    12. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    13. Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders & Shams, Poja, 2014. "Vision (im)possible? The effects of in-store signage on customers’ visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 676-684.
    14. repec:dau:papers:123456789/4202 is not listed on IDEAS
    15. Boujena, Othman & Ulrich, Isabelle & Piris, Yolande & Chicheportiche, Laëtitia, 2021. "Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    16. Nathalie Fleck-Dousteyssier & Elyette Roux & Denis Darpy, 2006. "La congruence dans le parrainage : définition, rôle et mesure," Post-Print hal-01518919, HAL.
    17. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.
    18. Georgios Halkias & Flora Kokkinaki, 2010. "Attention, Memory, and Evaluation of Schema Incongruent Brand Messages. An Empirical Study," Labsi Experimental Economics Laboratory University of Siena 032, University of Siena.
    19. Chu, Kyounghee & Lee, Do-Hee & Kim, Ji Yoon, 2019. "The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification," Journal of Business Research, Elsevier, vol. 99(C), pages 472-480.
    20. Czellar, Sandor & Kocher, Bruno, 2007. "To be or not to be consistent in brand logo changes?," HEC Research Papers Series 875, HEC Paris.
    21. Michael J. Barone & Xingbo Li & Karen Page Winterich & Keith B. Lyle, 2018. "Social-Spatial Effects in Pricing: When and How Vertical Orientations Shape Processing of Price Comparisons," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(3), pages 137-145, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:279-288. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.