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
Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures
Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA
F7. Mere Packaging and Consumer Choice
Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA
Stacy Wood, North Carolina State University