The Effect of Examining Actual Products or Product Descriptions on Consumer Preference

Journal of Consumer Psychology - Tập 13 Số 4 - Trang 431-439 - 2003
Deborah Brown McCabe1, Stephen M. Nowlis2
1Department of Retailing and Consumer Sciences, University of Arizona
2Department of Marketing, Arizona State University

Tóm tắt

Many consumers purchase products in stores, where they can physically examine and touch the items. In addition, consumers shop for products online or through direct mail, where they cannot physically examine and touch the merchandise. Building on an analysis of perceptual mechanisms involved in the sense of touch, we find that products with primarily material properties, such as clothing or carpeting, are more likely to be preferred in shopping environments that allow physical inspection than in those environments that do not. We also find that there is no difference in preference across the two environments for products with primarily geometric properties, such as packaged goods, for which vision is highly diagnostic. Furthermore, when the touch properties of a material product are verbally described, this reduces the difference in preference between the two environments.

Từ khóa


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Thông tin
Thông tin xuất bản

Journal of Consumer Psychology

Tập 13 Số 4

431-439

Thông tin tác giả