Lacking Control, Touch, and Willingness to Pay - Implications For Online and Offline Retailers

Touch is very important to consumers and marketers. Past research found touch and imagery touch can both increase willingness to pay. We found that this effect can only apply to consumers with low personal control, for the high control, their willingness to pay did not affected by touch or not.



Citation:

Wumei Liu and Haizhong Wang (2013) ,"Lacking Control, Touch, and Willingness to Pay - Implications For Online and Offline Retailers", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 347-347.

Authors

Wumei Liu, Sun Yat-Sen Business School, Marketing Deaprtment Sun Yat-Sen University, Guangzhou, China
Haizhong Wang, Sun Yat-Sen Business School, Marketing Deaprtment Sun Yat-Sen University, Guangzhou, China



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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