Deliver Warmth With Your Hand: Customers’ Responses to Handwriting Versus Print Messages

Xingyao Ren, Nankai University
Lan Xia, Bentley University
Jiangang Du, Nankai University
In this research, we investigate the effect of handwriting in written communication. We show that handwriting delivers higher feeling of warmth than print and subsequently influences behavioral intentions. The effect is due to both perceived effort and psychological closeness. Both theoretical contributions and managerial implications are discussed.
[ to cite ]:
Xingyao Ren, Lan Xia, and Jiangang Du (2015) ,"Deliver Warmth With Your Hand: Customers’ Responses to Handwriting Versus Print Messages", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.