Product pictures can overwhelm online shoppers

Too many product pictures may hinder the online shopping experience for consumers, according to research from Stanford University and Hong Kong University.

Six experiments found participants shown comparative products were more confused when given an increasing number of pictures. Participants were given two different products in an online shopping environment. Some were given only a “main photo” of the product, while other participants were given additional views. The latter consumers were found to be less confident in their decision.

The study, published in the Journal of Consumer Research, suggested consumers often base product value on uniqueness and distinctiveness, and therefore feel stumped when making a purchase decision online. Researchers recommend taking a mental break from the online shopping cart before making a purchase.

Read more at Journal of Consumer Research