Virtual Touch: How Computer Interfaces Impact Consumer Choice

Nowadays consumer decisions are made on different computer devices. We show that a touch interface (i.e., when users touch the screen using their fingers, like an iPad) facilitates the choice of an affect-laden alternative over a cognitively-superior one, as compared to a non-touch interface (e.g., a desktop with a mouse).



Citation:

Hao Shen, Meng Zhang, and Aradhna Krishna (2015) ,"Virtual Touch: How Computer Interfaces Impact Consumer Choice", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 9-12.

Authors

Hao Shen, Chinese University of Hong Kong, China
Meng Zhang, Chinese University of Hong Kong, China
Aradhna Krishna, University of Michigan, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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