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 MoreFeatured
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
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
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