Haptic Product Configuration: the Influence of Multi-Touch Devices on Experiential Consumption and Sales

Christian Hildebrand, University of St. Gallen, Switzerland
Jonathan Levav, Stanford University, USA
Andreas Herrmann, University of St. Gallen, Switzerland
Based on a large-scale field study and a series of experiments (in both field and lab settings), we show that the use of multi-touch devices promote the choice of more hedonic, affect-rich product features and renders consumers’ product configuration experience as less instrumental and more experiential.
[ to cite ]:
Christian Hildebrand, Jonathan Levav, and Andreas Herrmann (2015) ,"Haptic Product Configuration: the Influence of Multi-Touch Devices on Experiential Consumption and Sales ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 788-788.