Should you use dividing lines on your online shop?

Ouyang and colleagues report that “Many retailers use seemingly innocuous dividing lines to separate product alternatives on their websites or product catalogs. . . . a dividing line can influence consumers’ perceived quantity of the product alternatives displayed. . . . consumers perceive a smaller number of products displayed on a page when these products are separated by a dividing line compared to when they are not. This effect occurs because the dividing line separates the products into top versus…

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