How visual product frames reduce online choice regret: the role of maximization

While the convenience of e-commerce has fueled explosive growth in online sales, it has also inadvertently contributed to increased consumer choice regret and order cancellations. To address this issue, the present research identifies a nuanced approach for reducing consumers’ choice regret. Specifically, we propose that employing visual product frames to separate product alternatives can undermine consumers’ tendency to engage in a maximizing strategy and subsequently decrease their propensity to regret their choices. Across five studies, we provide convergent empirical evidence supporting these propositions and suggest actionable guidelines for online retailers on how to alleviate consumers’ choice regret and, consequently reduce order cancellations.