Multisensory Integration of Touch and Vision During Product Evaluation and Choice
Touching a product affects evaluation of that product. Here we demonstrate for the first time that grasping one product increases choice of another haptically similar product, and that this effect is mediated by visual fluency and moderated by the visual density of the product display.
Mathias Streicher and Zachary Estes (2016) ,"Multisensory Integration of Touch and Vision During Product Evaluation and Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 225-230.
Mathias Streicher , Innsbruck University, Austria
Zachary Estes, Bocconi University, Italy
NA - Advances in Consumer Research Volume 44 | 2016
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