It Feels Softer Than It Looked: Contrast-Priming Effects of Touch-Screen Users in Multi-Channel Shopping

In multi-channel retailing, very little research has examined the impacts of webrooming (researching product options online) on subsequent offline retail experiences. In this study, we examined (1) whether webroomers evaluate physical products differently from single-channel shoppers and (2) whether computer device types moderate webroomers’ product evaluations.



Citation:

Sorim Chung, Amitav Chakravarti, and Rami Zwick (2016) ,"It Feels Softer Than It Looked: Contrast-Priming Effects of Touch-Screen Users in Multi-Channel Shopping", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 225-230.

Authors

Sorim Chung, University of California Riverside, USA and Rochester Institute of Technology, US
Amitav Chakravarti, London School of Economics & Political Science, UK
Rami Zwick, University of California Riverside, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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