New research explores the impact of visual cues on consumer perception and purchasing decisions in an e-commerce environment, specifically within the context of online wine sales. The authors conducted a series of experiments using both hedonistic (represented by a glass of wine) and utilitarian (represented by grapes) visual symbols to determine their effects on various consumer response metrics, such as product attitude, taste perception and purchase intentions.
The study concludes that the inclusion of a hedonistic cue, such as a glass symbol, significantly enhances consumer perceptions of taste and overall product attitude. This suggests that visual representations that evoke sensory pleasure can positively influence consumer behaviours in digital shopping environments. In contrast, utilitarian cues did not significantly affect the perception of product quality, suggesting a more nuanced role for such symbols in influencing consumer decisions. This provides insights into how online wine sellers and marketers might optimise their product presentations to better engage consumers and influence their purchasing decisions.
Conversely, consumers can use these insights to make sure they use informed decisions rather than emotions when selecting wines. Focus on detailed product information such as origin, grape variety and production methods, rather than being swayed by visual marketing cues in advertisements. Consult reviews and ratings from other consumers or experts. Be aware of marketing tactics used in advertisements to consciously avoid their influence and make choices based on substantive information and personal preferences.
