If Content is King then Context is God. The effects of rich contextual product displays on consumer value perception.
(A2019-9095)

AUTHORS

Jan-Hinrich Meyer, Tec De Monterrey; Eva González Hernández, Tec de Monterrey; María de la Paz Toldos Romero, Tec de Monterrey

KEYWORDS

E-Commerce; Product Display; Mental Imagery

ABSTRACT

Online product displays are a crucial tool for all companies involved in online retailing, as the real product cannot be touched and felt by the consumer. We address this problem by investigating the role of rich contextual product displays versus a traditional white background and its influence on the consumer’s value perception. Our results show that products which are displayed in rich contexts generate increased perceived value. The effect proves stable for a broad range of products, only experiencing a boundary condition for high involvement utilitarian products. We demonstrate that the effect is partially mediated through increased mental imagery, allowing the customer to better imagine the product, leading to increased functional and experiential value perceptions. Finally, we link the increased value perception to purchase intentions These findings help improving online shopping experiences and develop guidance for managers, how to use rich contextual product displays.