Consumer choice deferral contributes to the low conversion rate in online retailing. This paper investigates the impact of visual product frames on consumers’ decisions regarding choice deferral. We show that using visual frames to separate options in a product assortment increases consumers’ relative use of the by-alternative (vs. by-attribute) approach for option comparisons, which induces greater perception of assortment variety and subsequently decreases choice-deferral rate. Through seven preregistered studies (including an eye-tracking study and a field experiment), we obtain convergent empirical evidence for these proposed effects and suggest actionable guidelines for online retailers regarding how to best design their product displays to nudge sales.

中文翻译：

---

EXPRESS：差异框架：视觉产品框架减少消费者选择延迟


消费者选择延迟导致在线零售转化率较低。本文研究了视觉产品框架对消费者延迟选择决策的影响。我们表明，使用视觉框架来分离产品分类中的选项会增加消费者对按替代（与按属性）方法进行选项比较的相对使用，这会引起对分类多样性的更大感知，从而降低选择延迟率。通过七项预先注册的研究（包括眼球追踪研究和现场实验），我们获得了这些拟议效果的聚合经验证据，并为在线零售商提供了关于如何最好地设计其产品展示以促进销售的可行指南。