15-D: Product Touch and Consumers’ Online and Offline Buying: the Moderation Effect of Mental Representation

Prior research displays inconsistency on whether product touch increases consumers’ purchase intention (PI) of the product. We show that the effect of touch on PI is evident when consumers’ mental representation of a product is concrete, but not when abstract. Mediators of the moderation effect of mental representation are tested.



Citation:

Wumei Liu, Rajeev Batra, and Haizhong Wang (2017) ,"15-D: Product Touch and Consumers’ Online and Offline Buying: the Moderation Effect of Mental Representation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1046-1046.

Authors

Wumei Liu, Lanzhou University, China
Rajeev Batra, University of Michigan, USA
Haizhong Wang, Sun Yat-Sen University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices

Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA

Read More

Featured

Secret Consumption in Close Relationships

Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA

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.