Supporting Data For "Quantity Display Optimization in Online Grocery Retailing: How Visual Aids of Quantity Presentation Increase Preference for Larger-Quantity Packs over Smaller-Quantity Packs"

Online retailing platforms are adopting various practices to present quantities of grocery items on the webpages where consumers make quantity-based purchase decisions. 
The current research identifies a solution based on visual aids—supplementing the numerical information with a corresponding number of visual icons—to promote product packs containing more individual units. Thirteen preregistered, incentive-compatible studies (N = 6,388) demonstrate that our proposed solution of visual aids of quantity presentation shifts consumers’ preferences from smaller-quantity packs toward larger-quantity packs, compared to the numerical presentation of quantity. 
This research extends the literature by demonstrating that visual aids can even influence perceptions of easy-to-assess quantities and generates novel managerial insights into the optimization of quantity presentation practice on online grocery shopping.

在线零售平台正采纳各种策略，在消费者基于数量进行购买决策的网页上展示各类食品的数量。当前研究提出了一种基于视觉辅助手段的解决方案——在数值信息的基础上，辅以相应数量的视觉图标——以促进包含更多独立单元的产品包装。十三项预先注册、激励兼容的研究（N = 6,388）表明，与单纯的数值数量展示相比，我们所提出的视觉辅助数量展示方案能够改变消费者的偏好，使其从较小数量的包装转向较大数量的包装。本研究扩展了相关文献，展示了视觉辅助手段甚至可以影响对易于评估数量的感知，并为在线食品购物中数量展示实践的最优化提供了新颖的管理洞见。