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- W4212871773 endingPage "102961" @default.
- W4212871773 startingPage "102961" @default.
- W4212871773 abstract "Noticeable and comprehensible eco-labels are needed to promote sustainable products. So far, researchers have mostly studied consumers' evaluations of eco-labels, without analyzing eco-label's visual complexity. Through two experimental studies this paper proposes that consumers' evaluations of sustainable products increase when zoom-in feature provided in online stores, and they are labelled through eco-labels that have high design and low feature complexity due to increased perceptual fluency. The findings demonstrate that while design complexity increases consumer product evaluations due to increased perceptual fluency, feature complexity increases - instead of decreases – consumers' evaluations due to conceptual – and not perceptual – fluency. Consequently, it is advised to design and adapt eco-labels easy-to-understand, visually eye-catching and highly visible (i.e., in large size) to enhance ease of processing and increase product evaluations." @default.
- W4212871773 created "2022-02-24" @default.
- W4212871773 creator A5039798676 @default.
- W4212871773 creator A5076180091 @default.
- W4212871773 date "2022-07-01" @default.
- W4212871773 modified "2023-10-12" @default.
- W4212871773 title "Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?" @default.
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- W4212871773 doi "https://doi.org/10.1016/j.jretconser.2022.102961" @default.
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