“…The present article lends support for the law of perceptual relativity (Marks, 1980;Wundt, 1894), which has been well documented in a variety of contexts such as face perception (Russell & Fehr, 1987), food evaluation (Zellner et al, 2002), and video games (Kütük et al, 2023). Our studies showed that it applies to the context of online shopping as well.…”