The Magic Touch – Psychological Drivers of the Discrepancy Between Traditional and Touchscreen Equipment

Ying Zhu, The University of British Columbia, Canada
Meyer Jeffrey, Bowling Green State University, USA
The research aims to advance knowledge in touch literature so that academic theory will keep up with the new technology (e.g., touchscreen). It builds on the literature of tactile functions and emotion as well as incorporates new technology phenomena to predict consumer behavior on two devices: traditional and touchscreen equipment.
[ to cite ]:
Ying Zhu and Meyer Jeffrey (2012) ,"The Magic Touch – Psychological Drivers of the Discrepancy Between Traditional and Touchscreen Equipment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.