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



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