Lee and Choi (2019), Study 1

A study on online descriptors and the impact on the perception of a product on the discrepancy between the text description and the image (e.g., a set of 6 toothbrushes when the image shows a single one), with two experimental conditions. The authors also measured the prior familiarity with the brand of the item.

Usage

LC19_S1

Format

A data frame with 96 rows and 5 variables:

prodeval

[double] average product evaluation score of three 9 point scales, with very bad to very good, very unfavorable to very favorable and not a useful product to very useful product

familiarity

[integer] Likert scale from 1 to 7 for brand familiarity

consistency

[factor] image-text groups, either consistent or inconsistent

gender

[factor] gender of participant

age

[integer] age of participant

Source

Mendeley, doi:10.17632/r9t7hh7cy3.1 , licensed under CC BY 4.0

References

K. Lee and J. Choi (2019). Image-text inconsistency effect on product evaluation in online retailing, Journal of Retailing and Consumer Services, 49, 279-288, doi:10.1016/j.jretconser.2019.03.015