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Image-text inconsistency effect on product evaluation in online retailing

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  • Lee, Kiljae
  • Choi, Jungsil

Abstract

This study examined the cognitive influence of inconsistency between image and text of product description. We found that the inconsistency hampers processing fluency, which in turn, negatively influences product evaluation. The effect was asymmetric, stronger when the image was negatively, rather than positively, discrepant from the text. Since people use the text as an anchor in resolving such discrepancy, the effect is strengthened by the negative affect when the value represented by the image is inferior to what is described in the text. The study provides insights for the retailing managers of e-commerce operations as well as flyer-based promotions.

Suggested Citation

  • Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:279-288
    DOI: 10.1016/j.jretconser.2019.03.015
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    References listed on IDEAS

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    Cited by:

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    2. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Caroline Kopot & Brenda J. Cude, 2021. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers," Sustainability, MDPI, vol. 13(13), pages 1-16, June.

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