Pavlov’S Buzz? Mobile Vibrations As Conditioned Rewards

Although consumers interact daily with vibrating mobile devices, the influence of vibration on consumer decision-making is largely unknown. Here we examine how and why mobile vibrations modify consumer decision-making, finding that vibration can evoke a reward response that boosts purchasing, and that this response may be driven by classical conditioning.


William Hampton and Christian Hildebrand (2021) ,"Pavlov’S Buzz? Mobile Vibrations As Conditioned Rewards", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 279-279.


William Hampton, University of St. Gallen
Christian Hildebrand, University of St Gallen


NA - Advances in Consumer Research Volume 49 | 2021

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