The Effect of Spatial-Temporal Congruency on the Evaluation of a Retro Product
The present study investigated whether the horizontal position of a product, the hand used to hold that product, and their interaction would influence people’s evaluation of a retro product. A significant interaction term was obtained. This result supports the view that spatial-temporal congruency can enhance product evaluation.
Jaewoo Park and Charles Spence (2015) ,"The Effect of Spatial-Temporal Congruency on the Evaluation of a Retro Product", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 329-329.
Jaewoo Park, Chiba University of Commerce, JAPAN
Charles Spence, University of Oxford, UK
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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