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Conveying product weight in digital media using a hand image

Author

Listed:
  • Jha, Subhash
  • Balaji, M.S.
  • Peck, Joann

Abstract

The present research examines the role of the image of a hand in an online product evaluation. Through eleven studies (i.e., six in the manuscript and five in the Web Appendix), we show that, when a hand image is depicted in an unsupported holding position (i.e., lifting a product), consumers’ confidence in their judgment of the product's weight is enhanced. This outcome increases product evaluation, purchase intention, and product choice. The hand image effect is mediated by a mental representation of a haptic experience (i.e., haptic imagery). Additionally, we show that an image of a hand in an unsupported holding position increases consumers’ confidence in the product's weight, while other hand positions or their absence do not have a similar impact. Online retailers can use our findings to employ hand images to influence the evaluations and purchase intentions of products in which weight is a salient haptic attribute.

Suggested Citation

  • Jha, Subhash & Balaji, M.S. & Peck, Joann, 2023. "Conveying product weight in digital media using a hand image," Journal of Retailing, Elsevier, vol. 99(3), pages 353-369.
    • Handle: RePEc:eee:jouret:v:99:y:2023:i:3:p:353-369
    DOI: 10.1016/j.jretai.2023.07.001
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    References listed on IDEAS

    as
    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. Jha, Subhash & Balaji, M.S. & Peck, Joann & Oakley, Jared & Deitz, George D., 2020. "The Effects of Environmental Haptic Cues on Consumer Perceptions of Retailer Warmth and Competence," Journal of Retailing, Elsevier, vol. 96(4), pages 590-605.
    3. Imschloss, Monika & Kuehnl, Christina, 2019. "Feel the Music! Exploring the Cross-modal Correspondence between Music and Haptic Perceptions of Softness," Journal of Retailing, Elsevier, vol. 95(4), pages 158-169.
    4. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    5. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
    6. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
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