Swiping Is the New Liking: How Product Orientation Shapes Product Evaluations Conveyed Through Swiping

Apps like Tinder or Stylect require consumers to evaluate people/products by swiping them, to the right or left. This work explores whether product orientation affects the product evaluations expressed by swiping movements. Building on stimulus–response compatibility theory, which indicates the facilitation of certain motor responses by task-irrelevant visual aspects of a stimulus, a horizontal product orientation, cueing a horizontal direction, is predicted to facilitate responses in a congruent direction. Four studies indicate that when people use swiping movements to evaluate objects, their evaluations are influenced by the object’s orientation, whereas evaluations conveyed through button presses reveal no orientation effect.



Citation:

Anneleen Van Kerckhove (2018) ,"Swiping Is the New Liking: How Product Orientation Shapes Product Evaluations Conveyed Through Swiping", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 1-8.

Authors

Anneleen Van Kerckhove, Ghent University, Belgium



Volume

E - European Advances in Consumer Research Volume 11 | 2018



Share Proceeding

Featured papers

See More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, 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

Featured

Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce

Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada

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.