15-D: Product Touch and Consumers’ Online and Offline Buying: the Moderation Effect of Mental Representation

Wumei Liu, Lanzhou University, China
Rajeev Batra, University of Michigan, USA
Haizhong Wang, Sun Yat-Sen University, China
Prior research displays inconsistency on whether product touch increases consumers’ purchase intention (PI) of the product. We show that the effect of touch on PI is evident when consumers’ mental representation of a product is concrete, but not when abstract. Mediators of the moderation effect of mental representation are tested.
[ to cite ]:
Wumei Liu, Rajeev Batra, and Haizhong Wang (2017) ,"15-D: Product Touch and Consumers’ Online and Offline Buying: the Moderation Effect of Mental Representation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1046-1046.