The role of action simulation on intentions to purchase products

• Autores: Diane Pecher, Saskia van Dantzig
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 33, Nº 4, 2016, págs. 971-974
• Idioma: inglés
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• Resumen

  • Abstract Previous research suggested that consumers' intentions to purchase products are increased when the product's depiction affords an action with the dominant hand than with the non-dominant hand. In eight experiments the authors obtained no evidence that consumers have higher intentions to buy products that are shown oriented towards their dominant hand than towards their non-dominant hand. The absence of a dominant hand advantage questions the role of action simulations in consumers' evaluations of visually depicted products.