To Touch Or Not to Touch? the Effect of Product Touch on Consumers’ Product Attribute Processing and Preference

Prior product touch research focused on examining the effect of touch on consumers’ product evaluation and purchase. Moving forward existing research, we observed a new outcome of product touch (versus no touch), namely more processing of and preference for the product’s functional rather than appearance attribute information.



Citation:

Wumei Liu, Echo Wen Wan, and Haizhong Wang (2020) ,"To Touch Or Not to Touch? the Effect of Product Touch on Consumers’ Product Attribute Processing and Preference", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 512-543.

Authors

Wumei Liu, Lanzhou University
Echo Wen Wan, University of Hong Kong, China
Haizhong Wang, Sun Yat-Sen University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information

Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

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.