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Introduction
Apparel is the most popular product category in online shopping, overtaking even computers and will continue to grow over the next five years ([11] Corcoran, 2007). As online apparel shopping increases, online apparel retailers have made efforts to enhance their website technologies to improve consumers' shopping experiences. In fact, technologies such as zooming in on website images and swapping different colors on clothing have led to a jump in apparel sales ([31] Internet Retailer , 2007). The apparel consumption experience is directly related to body-related information, such as touch and fit ([57] Rosa et al. , 2006). Owing to the inability to try on products, shopping for apparel online has been associated with high risk, compared to online purchases of other consumer products ([18] Ernst & Young, 2001). However, there are some strategies apparel websites can use to lessen the risk. For example, websites could use human models to show how garments should fit, or employ technological devices such as color swapping on clothing and enlargement of product images to give shoppers a better idea of how garments will look. Such strategies may facilitate consumers' imagery process related to product consumption, provide enjoyable shopping experiences, and minimize the perception of risk in online apparel shopping.
The present study examined the effect of using a human model, color swapping on clothing, and enlargement on consumers' emotional responses, such as pleasure and arousal, which may, in turn, influence their cognitive and behavioral responses. Although some researchers assume that emotion is a synonym for mood and use the concepts interchangeably ([61] Sherman et al. , 1997), some have distinguished mood from emotion. Mood is "a phenomenological property of an individual's subjectively perceived affective state," which is transient, ([27] Gardner, 1985, p. 282). An individual's mood can affect behavior without interfering with other cognitive processes ([9] Clark and Isen, 1982). On the other hand, emotions are more intense, attention-getting, related to a specifiable behavior ([9] Clark and Isen, 1982), and more encompassing ([2] Babin et al. , 1992) and affect consumers' behavioral responses within the environment ([47] Mehrabian and Russell, 1974). However, the role of emotions (pleasure and arousal) has less frequently been investigated in marketing literature compared to that of mood or affect ([61] Sherman et al.