In online marketplaces (e.g., Amazon, eBay, etc.), sellers use textual descriptions and images to showcase the value of their products to consumers.
Our research demonstrates that paying careful attention to the type of value communicated and ensuring its consistency with consumer product reviews will optimise sales.
For example, product value, as conveyed in sellers' textual descriptions and images, typically falls into two distinct categories:
- Embedded value (EV): Value related to the product's features and attributes [1].
- Value-in-use (VU): Value related to the functional and hedonic outcomes of using the product [2, 3].
While you may begin with manufacturer descriptions and images, once customer reviews begin to be posted, it is profitable to adjust the product description and images accordingly.