Rajat Roy , Taku Togawa , Jaewoo Park , Hiroaki Ishii , Vik Naidoo
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引用次数: 0
Abstract
This research makes a novel proposition that the haptic sensation of weight can moderate the effect of price framing on consumer decisions. Participants who experienced heaviness (lightness) preferred a target product presented in terms of combined (partitioned) versus partitioned (combined) pricing frames. This effect was further mediated by ease of processing. Four studies (three laboratory and one field experiment) were conducted to test the key hypotheses and provide evidence for causality and external validity. Across the four studies, the haptic sensation of weight was manipulated through semantics (Studies 1, 3), embodied experience (Study 2), and part of the product experience (Study 4). In studies 1, 2 and 3, the haptic experience of weight was independent of the target product evaluation, whereas in the fourth study, the weight experience was part of the target product evaluation itself. The findings across the studies are consistent, robust, and have theoretical and managerial implications.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.