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Simran Gulati, a Year 3 ITC student, is the successful recipient of HK$ 50,000 from the Undergraduate Research and Innovation Scheme (URIS).
Under the guidance and supervision of Dr Eunsoo Baek, Assistant Professor in Fashion Retail & Marketing, Simran will be responsible for research work titled “Tactics of online product display: The effect of empty space in a product image on consumers in the online shopping context”. With the popularity of e-commerce and contactless shopping, product images online have become more important than ever. These images communicate product information visually, which facilitates consumers to inspect the product and mentally visualise its usage before they make a purchase decision. The research work focuses on examining how different amounts of empty space in product images affect psychological distance, thereby affecting the product evaluation of consumers.
Dr Baek (left) and Simran Gulati.
About the Undergraduate Research and Innovation Scheme (URIS)
The URIS is a prestigious programme that aims to strengthen academic curiosity and enquiry-based learning among undergraduate students. The purpose of this programme is to nurture the next generation of researchers and innovators. Under the URIS, undergraduate students are given the opportunity to undertake small-scale research projects under the guidance and supervision of academic staff who are strong in research.
