Busy Minds: The Effect of Busyness and Virtual Product Presentation Format on Online Shopping Behavior

The authors conduct three experiments to test the effectiveness of 360 product view in online shopping sites. In Study 1, participants exposed to 360 spinnable product images (vs. 2D static images) form more positive purchase intentions. In Study 2, the effect becomes absent (present) when participants think and write about daily activities that keep them busy (activities they do on a typical day). Study 3 directly manipulate mental busyness and finds that the effect is absent (present) for participants who memorize an eight-digit number (a two-digit number). Theoretical and practical implications for virtual product presentation strategies are discussed.