How Hand Position Impacts Cognitive Processing: Implications For Mobile Marketing Messages

Keith Coulter, Clark University, USA
Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA
Basing our theory on the embodied cognition literature, we demonstrate how the differential processing of information that is proximal versus distal to the hands can impact how an advertising message is perceived and encoded. The research has important practical significance for the field of mobile marketing.
[ to cite ]:
Keith Coulter, Anne Roggeveen, and Dhruv Grewal (2013) ,"How Hand Position Impacts Cognitive Processing: Implications For Mobile Marketing Messages", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.