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Using Visual Design to Improve Customer Perceptions of Online Assortments

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  • Kahn, Barbara E.

Abstract

In the future, we expect to see more shopping on-line or on smart phones. This suggests that understanding how visual design decisions can influence consumers’ reactions to online assortments is important. New advances in neuro-marketing techniques, such as sophisticated eye tracking methodology, can help understand exactly what drives consumers’ attention and processing efficiency.

Suggested Citation

  • Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:1:p:29-42
    DOI: 10.1016/j.jretai.2016.11.004
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    References listed on IDEAS

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