Effects of imagery copy and product samples on responses toward the product

Abstract

We examined the effects of imagery copy and product samples on responses toward an apparel catalog product. The addition of product samples with or without imagery copy to a catalog page enhanced pre-purchase attitude toward the product. These treatments did not, however, affect willingness to purchase, perceived accuracy of product information, post-purchase satisfaction, or likelihood of returns. We also examined whether aspects of experiential pleasure mediated responses toward the product. Both sensory pleasure and cognitive pleasure affected attitude toward and willingness to purchase the product. We discussed considerations regarding the effectiveness of imagery copy and product samples.

The role of pleasure in web site success

“…In an empirical study, they found evidence that pleasure plays an important role in predicting user satisfaction among online shoppers. Other evidence for the positive effect of pleasure on satisfaction exists in psychology [65] and marketing [26].…”

For fun and profit: Hedonic value from image interactivity and responses toward an online store

“…These aspects consist of sensory pleasure, satisfying emotional experiences, mental play, and fantasies, according to Holbrook and Hirschman (1982). Mental play and fantasies may generate an emotional experience (Fiore & Yu, 2001); in the present case, emotional experience may be generated during mental play when coordinating product images with the use of the image interactivity feature.…”

Understanding female consumers’ risks perception for apparel purchasing on the Internet

“…Consumer behaviour research is therefore needed to illustrate a more accurate representation of how consumers will make choices relative to available retail alternatives. Fiore and Yu (2001), Fiore and Jin (2003), Monsuwe et al (2004), Fiore, Jin and Kim (2005), Fiore Kim and Lee (2005) and Song et al (2007) point to the fact that female consumers normally enjoy apparel shopping. The fact that online shoppers can not handle and try products before making a decision leads to limited product-shopper interaction, compared to direct product experience when shopping in a brick-and-mortar store.…”