Value of Weighty Products: the Influence of Haptic Weight on Product Evaluations

People perceive a heavy product to be more valuable than a light one even when the weight is not diagnostic or relevant to the evaluation. This is because experiencing a product’s relative heaviness activates positive affective reaction toward the product which subsequently enhances its perceived value.


Ata Jami and Maryam Kouchaki (2017) ,"Value of Weighty Products: the Influence of Haptic Weight on Product Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 685-686.


Ata Jami, University of Central Florida, USA
Maryam Kouchaki, Northwestern University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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