How Heavy Is Your Smartphone? Imaginary Weight Perception of Smartphone Users and Its Impact on Product Evaluation

Across three studies, we show that an exposure to a larger (vs. smaller) number of applications on the screen causes consumers to perceive the smartphone heavier, while the actual weight does not change. The effect of the visuals on perceived heaviness influences product evaluation and purchase intention of further applications.



Citation:

Sang-Hoon Kim, Yuna Choe, and Youseok Lee (2016) ,"How Heavy Is Your Smartphone? Imaginary Weight Perception of Smartphone Users and Its Impact on Product Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 512-513.

Authors

Sang-Hoon Kim, Graduate School of Business, Seoul Nat’l University, Korea
Yuna Choe, College of Business Administration, Seoul Nat’l University, Korea
Youseok Lee, College of Business Administration, Seoul Nat’l University, Korea



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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