The interaction effect of mobile phone screen and product orientation on perceived product size

Abstract Perceived product size is a key concern in online retail, particularly in fashion and grocery. The screen on which consumers view a product (e.g., desktop or mobile) might constitute a frame that biases size perception, on the basis of assimilation and contrast effects (pool and store theory). The rise of mobile commerce exacerbates this issue, as framing effects might be stronger versus desktop settings as screens are smaller. Further, as mobile phone's screen orientation varies situationally (vertical vs. horizontal), the perceived product size might vary, depending on the interaction of screen and product orientation. By introducing the framing ratio as a means to predict extent, dimensionality and symmetry of size biases, we generalize specific findings from extant research. Empirically, four experimental studies demonstrate that contextual frames (i.e., vertical vs. horizontal screens) and product orientation (e.g., jeans vs. shoes) interact to bias the size perception, in that sizes are overestimated on the dimension that approaches the frame (high framing ratio), compared with conditions where the frame is distant (low framing ratio). If product size is misperceived, willingness to pay might be affected (e.g., for groceries). Thus, size perceptions have a direct impact on managerially relevant variables.