Consumer Responses to Haptic Sensing of Movement in Mobile Advertising

We propose and support a novel framework to help predict consumer responses to haptically-augmented mobile advertising (i.e., synchronic integration of haptic effects into audiovisual mobile content, particularly movement). We demonstrate that, while haptic augmentation may indeed improve consumer responses to advertising, the positive effect is moderated by perceptions of brand warmth.


Rhonda Hadi, Ana Valenzuela, Karthik Sridhar, and Jessie Rui Du (2020) ,"Consumer Responses to Haptic Sensing of Movement in Mobile Advertising", 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: 1074-1079.


Rhonda Hadi, Oxford University, UK
Ana Valenzuela, Baruch College, USA
Karthik Sridhar, Baruch College, USA
Jessie Rui Du, Baruch College, Graduate Center, CUNY


NA - Advances in Consumer Research Volume 48 | 2020

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