ABSTRACT
As use and acceptance of the Web grows, companies have expanded their online
presence. As Web channels have expanded to include multiple product families, two
contrasting approaches to presenting products have emerged. One approach focuses on
differences in the target market of products (cf., Eccleshare, Forsyth, Gollmer, Haldar,
Kirillova, & Ortega, in press) and varies the presentation across product families. A
contrasting approach focuses on making navigation easy (cf., Lynch & Horton, 1999;
Nielsen, 2000) and adopts a single presentation style.
