Document Type
Article
Abstract
Consumers increasingly purchase through m-channels, including apps. Accordingly, marketers have enhanced immersive, sensorial aspects of m-channels, such as including vibrations while making in-app purchases. Given discrepant findings, it remains unclear whether adding such vibrotactile feedback affects consumer decision making. The present research addresses: (1) Whether adding vibrotactile feedback influences consumers' anticipated product satisfaction and purchase confidence, and (2) if so, how? Through an online pilot survey, two online experiments, and one lab experiment, this research finds that adding vibrotactile feedback to m-channels increases consumers' anticipated product satisfaction, but not purchase confidence. Moreover, perceived ownership mediates this effect, because the vibrations offer a sense of control over the product during the purchase process. This research makes several contributions. First, it documents that control elicited via vibrations offers an alternative means to psychological ownership, as opposed to imagining touch. Second, we offer this haptic route as a means to achieve the stimulation motivation driving perceived ownership, different from prior visual routes. Third, it potentially reconciles literature conflicts regarding the effect of vibrotactile feedback on consumer decision making.
Publication Title
Psychology and Marketing
Publication Date
2024
ISSN
0742-6046
DOI
10.1002/mar.22008
Keywords
anticipated satisfaction, haptics, m-commerce, perceived control, perceived ownership, technology-mediated touch, vibrotactile feedback
Repository Citation
Li, Jiayun; Cowan, Kirsten; Yazdanparast Ardestani, Atefeh; and Ansell, Jake, "Vibrotactile feedback in m-commerce: Stimulating perceived control and perceived ownership to increase anticipated satisfaction" (2024). School of Business. 213.
https://commons.clarku.edu/faculty_school_of_management/213
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Conditions
Publisher source must be acknowledged with citation: Li, J., Cowan, K., Yazdanparast, A., & Ansell, J. (2024). Vibrotactile feedback in m‐commerce: Stimulating perceived control and perceived ownership to increase anticipated satisfaction. Psychology & Marketing.