A group of scholars show why what you see isn’t always what you get.
Photographs at British online fashion retailer ASOS | Reuters/Suzanne Plunkett
Not necessarily. It turns out that when shoppers look at multiple images of two competing products, differences blur, and the items start to look alike. That’s because seeing multiple pictures of the same products actually changes how consumers see things, altering their visual processing style, according to new research by Stanford Graduate School of Business Professor Baba Shiv and two colleagues. You might say we sometimes see a forest and other times we see the trees, depending on our visual processing style at the moment.
