The "visual preference heuristic": The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload

@article{Townsend2014TheP,
  title={The "visual preference heuristic": The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload},
  author={C. Townsend and B. Kahn},
  journal={Journal of Consumer Research},
  year={2014},
  volume={40},
  pages={993-1015}
}
The "visual preference heuristic" suggests that consumers prefer visual to verbal depiction of information in a product assortment. Images produce greater perceptions of variety than text, which is appealing in assortment selection, but can result in choice complexity and overload when choice sets are large and preferences are unknown, suggesting a moderator for Iyengar and Lepper's results. Eye-tracking results reveal that the natural gestalt processing of individual visual stimuli, as… Expand
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