Getting in Touch With Your Thinking Style: How Touchscreens Influence Purchase

We demonstrate that consumers’ purchase intentions toward utilitarian and hedonic products differ, depending on the device used. When consumers use a touchscreen device (vs. a desktop), purchase intentions are higher for hedonic products but lower for utilitarian products. Situation-specific thinking style is shown to be an underlying mechanism.


Ying Zhu and Jeffrey Meyer (2016) ,"Getting in Touch With Your Thinking Style: How Touchscreens Influence Purchase", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 704-705.


Ying Zhu, University of British Columbia, Canada
Jeffrey Meyer, Bowling Green State University, U.S.A


NA - Advances in Consumer Research Volume 44 | 2016

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