The Power of Image: the Impact of Visuals on Online Consumer Decision Making

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dc.contributor.authorSoukupova, Denisa
dc.contributor.authorBachmann, Pavel
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2025-10-02T10:24:24Z
dc.date.available2025-10-02T10:24:24Z
dc.description.abstractThe visual presentation of products is a key factor influencing customer decision-making in an online environment where consumers are unable to physically interact with the goods. This paper examines how different visual formats - thumbnail photographs, dynamic visuals, videos and 3D presentations - influence customers' mental imagery, attitudes and purchase intentions. An analysis of expert studies found that dynamic formats and videos, especially those demonstrating product use, have a significantly positive effect on customer engagement and purchase decisions. It was also found that the effectiveness of visual elements varies by product type, with the ability to compensate for the lack of physical contact with visuals designed to suggest tactile qualities or text descriptions being crucial for experiential products (e.g. food, clothing). The study also highlights the importance of congruence between visual imagery and accompanying text and draws attention to the automatic, uncontrollable effects of visual stimuli on customer attitudes, which operate independently of the user's motivation and cognitive resources. The results provide online retailers with practical guidelines for optimizing visual strategies to increase purchase intentions and reduce consumers' cognitive uncertainty.en
dc.formattext
dc.identifier.doi10.15240/tul/009/lef-2025-23
dc.identifier.isbn978-80-7494-747-6
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178044
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofLiberecké ekonomické fórum 2025cs
dc.relation.ispartofLiberec Economic Forum 2025en
dc.subjectVisual Product Presentationen
dc.subjectConsumer Decision-Makingen
dc.subjectPurchase Intentionen
dc.subjectMental Imageryen
dc.subjectC-Commerce Marketingen
dc.subject.classificationM31
dc.subject.classificationM37
dc.titleThe Power of Image: the Impact of Visuals on Online Consumer Decision Makingen
dc.typeproceeding paperen
local.accessopen
local.citation.epage276
local.citation.spage267
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationLEFcs
local.relation.abbreviationLEFen
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