The Depiction of Individuals and Bundled Presentations in Online-Catalogues

This research project tested the effect of context-related bundled presentations and the depiction of individuals on the evaluation of displays in onlinecatalogues in an online-experiment employing a 2x2 randomized factorial design. Although the findings did not support the use of models in online displays, they indicated a positive effect of context-related bundled presentations on product evaluation and an increase in purchase intention. Consequently, the use of context-related bundled presentations in an online setting is recommended as a managerial implication in practice, which allows marketers to compete more effectively with the experiential marketing strategies used by brick-and-mortar retailers.