Journal of Marketing Research 2026
EXPRESS: Infinite-Scrolling vs. Pagination: The Impact of Interface Layouts on Product Returns
Abstract
Interface layout, although a fundamental and prominent aspect inherent to online interfaces, has received limited attention in consumer research. This paper explores how the two major types of interface layout (infinite scrolling and pagination) influence consumers’ product return behavior in the context of free returns, a standard policy on e-commerce sites. Across five studies featuring real websites, we show that an infinite-scrolling (versus paginated) layout increases consumers’ tendency to return purchased products. This effect occurs because infinite scrolling dampens consumers’ perceived navigational control over the website, which impairs their choice closure after making decisions, thereby increasing product return intentions. We also identify both theoretically relevant and managerially important moderators and interventions to mitigate this adverse effect of infinite scrolling, such as incorporating navigational aids (e.g., displaying sequence numbers alongside), providing affirmative feedback, and accounting for the cost of product returns. This research not only contributes to the literature on interface effects, website navigation, and product returns but also provides applied insights for marketing practitioners.
- DOI
- 10.1177/00222437261494550
- Language
- en
- Sources
- crossref