Touch vs. click: how computer interfaces polarize consumers’ evaluations

Wang, Xiaoyu; Keh, Hean Tat; Zhao, Hongrui; Ai, Yijie

doi:10.1007/s11002-020-09516-w

Cited by 10 publications

(5 citation statements)

References 25 publications

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“…Second, this research identifies an interesting dimension of food shopping behavior that largely differs when purchases are made in mobile and PC shopping environments. A stream of research on online shopping has compared PC and mobile shopping behaviors such as impulse purchasing (Seeger et al, 2019) and search behavior (Ghose et al, 2013; Naegelein, Spann, and Molitor 2019; Wang et al, 2020). However, no research has compared the effect of food expiration dates between mobile and PC shopping environments.…”

Section: Discussionmentioning

confidence: 99%

“…First, it enriches the understanding about how expiration date affects the sales of non-perishable food products. Second, this study contributes to a stream of research that compares shopping behaviors under PC and mobile environments (Luceri, Bijmolt and Bellini 2022; Naegelein, Spann, and Molitor 2019; Seeger et al, 2019; Wan et al, 2022; Wang et al, 2020). To our knowledge, this research is the first to contrast the effect of impending expiration date between PC and mobile shopping environments.…”

Section: Introductionmentioning

confidence: 99%

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Effects of online shopping channel and price discount on near-expiry food sales

Lee

Choi

Kwack

2023

International Journal of Market Research

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Consumers have an aversion to purchasing near-expiry food products, which leads to enormous food waste and economic loss. Given the importance of this issue, past research has studied the effect of impending expiration date on product sales, but its focus has been limited to perishable food products. Since the expiration dates of non-perishable food products are treated as less important than those of perishable food products, we expect that the resulting effect on sales largely varies by shopping environment. With the growing importance of online shopping in food sales, we examine how the effect of impending expiration date differs between mobile and PC shopping environments. By analyzing a unique data set from an online salvage store, we find that consumer aversion toward near-expiry products is more salient in the PC shopping environment than in the mobile shopping environment. However, when there is a deeper price promotion, the between-channel difference is reduced as the sensitivity of an impending expiration date on sales increases in the mobile shopping environment. These findings not only represent novel contributions to the literature but also provide managerial implications for practitioners.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Effects of online shopping channel and price discount on near-expiry food sales

Lee

Choi

Kwack

2023

International Journal of Market Research

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“…Moreover, we did not measure whether or not the respondents used a mobile device and thus interacted with touch screens during their shopping task. Touch screens are sensory interfaces that facilitate haptic interactions and influence search behavior and product choice ( Brasel and Gips, 2015 ; Shen et al, 2016 ; Chung et al, 2018 ; Wang et al, 2020 ). Future research might reveal additional results by considering mobile device use.…”

Section: Discussionmentioning

confidence: 99%

Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals

et al. 2022

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Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive affective, evaluative, and behavioral consumer reactions and (2) to investigate the moderating role of shopping goals on this crossmodal congruency effect. Previous research showed that low task-relevant atmospheric cues like music can have a negative effect on consumers when they visit a website with a purchase goal in mind. An online experiment was conducted with 239 respondents randomly assigned to a shopping goal (experiential browsing vs. goal-directed searching) and a music condition (no music, crossmodally congruent music, or crossmodally incongruent music). Our results show that crossmodally incongruent background music (vs. no music) leads to more positive consumer reactions for experiential browsers and more negative consumer reactions for goal-directed searchers. Conversely, crossmodally congruent background music (vs. no music) has a positive effect on experiential browsers and no adverse effect on goal-directed searchers. Additionally, the presence of crossmodally congruent background music leads to more positive consumer reactions than the presence of crossmodally incongruent background music, independent of the shopping goal. We extend previous research on multisensory congruency effects by showing the added value of establishing congruency between music and the store environment via multiple elicited crossmodal correspondences in the online environment, countering previously found negative effects of low-task relevant atmospheric cues for goal-directed searchers.

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“…Four studies support this proposition and demonstrate that consumers with high instrumental NFT are more confident in their choices, less likely to see risks associated with their choices, and they are more likely to make (vs. defer) purchase decisions when using touch screens. Wang et al (2020)'s studies indicate that a direct-touch (vs. indirect-touch) interface has a polarizing effect on consumer evaluations. For an object that consumers have a prior positive attitude toward, a direct-touch interface enhances consumer evaluations; for an object that consumers have a prior negative attitude toward, a direct-touch interface lowers consumer evaluations.…”

Section: Touch Through Touch Screensmentioning

confidence: 99%

“…Wang et al. (2020)'s studies indicate that a direct‐touch (vs. indirect‐touch) interface has a polarizing effect on consumer evaluations. For an object that consumers have a prior positive attitude toward, a direct‐touch interface enhances consumer evaluations; for an object that consumers have a prior negative attitude toward, a direct‐touch interface lowers consumer evaluations.…”

Section: Device‐mediated Touchmentioning

confidence: 99%

A review of touch research in consumer psychology

Krishna,

Luangrath,

Peck

2024

J Consum Psychol

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This article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch‐based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device‐mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.

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Touch vs. click: how computer interfaces polarize consumers’ evaluations

Cited by 10 publications

References 25 publications

Effects of online shopping channel and price discount on near-expiry food sales

Effects of online shopping channel and price discount on near-expiry food sales

Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals

A review of touch research in consumer psychology

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