Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Analyzing the Role of Illustration Styles in Reducing Perceived Ambiguity in Complex Product Purchases

Document Type : The scientific research paper

Author
Alireza Abousaeidi
M.A. in Illustration, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
JABM.3.2.15564.351256.32558730
Abstract
In today’s markets, complex products often challenge consumer perception due to their numerous technical features, diverse functional dimensions, and the hidden relationships among their components. This perceptual ambiguity manifests as uncertainty in evaluating product attributes, confusion among available alternatives, and reduced confidence in purchase judgments, ultimately influencing purchase intention and consumer behavior. The present study aims to analyze the role of different product illustration styles in reducing consumers’ perceptual ambiguity during the purchasing process of complex products. The research adopts a quantitative approach based on a between-subjects experimental design. The statistical population consisted of consumers of complex products in the domains of smart electronic devices, home medical equipment, and smart household appliances. Using convenience sampling, 320 participants were assigned to five experimental groups. Each group was exposed to one of five illustration styles: static two-dimensional images, infographics, interactive rotatable three-dimensional models, augmented reality (AR), and virtual reality (VR). Participants subsequently completed structured questionnaires. Data were analyzed using one-way analysis of variance (ANOVA), Tukey’s post hoc test, and structural equation modeling (SEM). The findings revealed significant differences among the five illustration styles in terms of perceptual ambiguity, cognitive load, perceptual trust, and purchase intention (p < 0.001). Immersive illustration styles, particularly virtual reality and augmented reality, demonstrated the strongest effects in reducing perceptual ambiguity and enhancing consumer trust. Furthermore, product complexity moderated the relationship between illustration style and perceptual ambiguity, such that immersive styles became increasingly effective as product complexity increased. The results contribute theoretically to the literature on perceptual ambiguity and product visualization while offering practical implications for the design of digital shopping experiences.
Keywords
Illustration styles
perceived ambiguity
complex products
consumer behavior
visual communication
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