15-C: Now It’S Personal: the Influence of Touch on the Construction of Preferences

John Yi, University of Arizona, USA
Jesper Nielsen, University of Arizona, USA
Using a tablet versus a mouse when shopping online has shown to increase a shopper’s preference for the chosen item. Further study demonstrates that the physical motions relevant to forming a preference increase this preference effect, and it is not the preexisting preferences that drive the effect.
[ to cite ]:
John Yi and Jesper Nielsen (2017) ,"15-C: Now It’S Personal: the Influence of Touch on the Construction of Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1069-1069.