Discrete vs. continuous: how weight unit framing mitigates consumers’ short-weight concerns and boosts online fruit purchase intention

Consumers commonly encounter short-weight issues when purchasing fruit online. This study compares the effect of two weight unit framing approaches(discrete versus continuous) on alleviating consumers’ concerns about short-weight in online fruit shopping. We also reveal the underlying mechanism linking weight unit framing to purchase intention, along with boundary conditions. Through a series of online experiments, we find that discrete units outperform continuous units in reducing consumers’ perceived uncertainty and enhancing purchase intention. However, this effect is moderated by consumer trust and time constraints. This study extends unit effect research by comparing the efficacy of different weight unit framing strategies in conveying weight information. These findings provide actionable insights for online retailers to mitigate consumer concerns regarding short-weight issues and boost online sales through optimized weight presentation.