Touch-Sensitive Computing Interfaces As Drivers of Experiential Consumption

Based on a large-scale field study and a series of experiments (in both field and lab settings), we show that touch-sensitive interfaces cause more experiential instead of instrumental product configuration experiences for consumers, which ultimately trigger a greater choice share of hedonic (relative to utilitarian) product features.



Citation:

Christian Hildebrand and Johnathan Levav (2017) ,"Touch-Sensitive Computing Interfaces As Drivers of Experiential Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 164-169.

Authors

Christian Hildebrand, University of Geneva, Switzerland
Johnathan Levav, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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