The Blink Test: Brands Should Avoid Displaying Mismatched Products

The Blink Test: Brands Should Avoid Displaying Mismatched Products
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Email copywriters are often advised to stick to one product in their messages. Simplicity also works best on web pages, especially when it comes to product displays, judging by a new academic study.

The study found that “mismatched display items decrease purchase of the target by highlighting the values and consideration of outside options and/or categories,” write the authors led by Uma R. Karmarkar, assistant professor at the UCSD Rady School of Management and School of Global Policy and Strategy.

Test panelists, who were studied with eye-tracking technology, spent as much time or more on the mismatched products as on the target one.
Read more at MediaPost

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