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.



Citation:

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.

Authors

Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Featured

Examining the Link between Predicted Identity Change and Future Well-Being

Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain

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.