To Touch Or Not to Touch?: How Touch Influences Decision Confidence
People often naïvely wish to touch a product before purchase. We propose that people overgeneralize the effectiveness of touch, and mispredict that touching would enhance decision confidence even when touching should provide no useful information. Contrary to this belief, we show that touching actually reduces decision confidence in such situations.
Sang Kyu Park and Yang Yang (2018) ,"To Touch Or Not to Touch?: How Touch Influences Decision Confidence", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 745-747.
Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA
NA - Advances in Consumer Research Volume 46 | 2018
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