3D versus 2D: Effects of the number of dimensions of product images on perceptions of product size

When shopping online, it is difficult to estimate size from visual cues in the form of product images. While package shape and color have been discussed as factors influencing perceptions of product size, this research focuses on the influence of visual cues, such as the number of dimensions of the product image (i.e., two‐dimensional image vs. three‐dimensional image) on perceptions of product size. This study involved three surveys whose results revealed that three‐dimensional product images are perceived as larger products than two‐dimensional product images. Moreover, three‐dimensional product images positively influenced perceived product weight, suggesting a downstream effect from perceived weight on willingness to pay (WTP, Study 3). The results of this study contribute to a better understanding of how consumers perceive product size from product images in online retailing. Specifically, the results of this study extend our understanding of the mechanisms behind product size perception by including the influential factor of product image dimensionality in size perception bias. In addition, these findings have practical implications. In recent years, food packaging has become smaller, but consumers may react negatively to smaller packages, even when the volume of the contents remains unchanged. For these practical concerns, it may be possible to mitigate the negative effects of downsizing by presenting product images in a three‐dimensional format.