Haptic Product Configuration: the Influence of Multi-Touch Devices on Experiential Consumption and Sales
Based on a large-scale field study and a series of experiments (in both field and lab settings), we show that the use of multi-touch devices promote the choice of more hedonic, affect-rich product features and renders consumers’ product configuration experience as less instrumental and more experiential.
Christian Hildebrand, Jonathan Levav, and Andreas Herrmann (2015) ,"Haptic Product Configuration: the Influence of Multi-Touch Devices on Experiential Consumption and Sales ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.
Christian Hildebrand, University of St. Gallen, Switzerland
Jonathan Levav, Stanford University, USA
Andreas Herrmann, University of St. Gallen, Switzerland
NA - Advances in Consumer Research Volume 43 | 2015
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