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



Share Proceeding

Featured papers

See More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

Read More

Featured

Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA

Read More

Featured

Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.