Get Rid of It! How Interface Layouts Influence Product Retention Behaviors – MSI

Working Paper

Get Rid of It! How Interface Layouts Influence Product Retention Behaviors

Huitian Zhang, Lei Su and Jaideep Sengupta

Mar 21, 2025

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Uses a series of online experiments and a field study to determine how using infinite scrolling in online shopping affects product purchase and retention that can have significant negative consequences for businesses and society.

Topics

Consumer Behavior & Insights marketing experiments Omnichannels & Customer Journey

research recap

How Website Interface Affects Consumer Purchase (and Confidence)

In today’s “always on” social media world, continuously scrolling content can offer an engaging experience but may not be ideal for task-oriented shopping. To avoid wasteful product disposal or expensive returns, online retailers should use discrete pagination or product numbering on continuous websites to enhance consumers’ control and purchase confidence.

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