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    From ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responses

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    Rana_Psychology_&_Marketing.pdf (272.8Kb)
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    Publication date
    2021-03
    Author
    Mishra, A.
    Shukla, A.
    Rana, Nripendra P.
    Dwivedi, Y.K.
    Keyword
    Multisensory technologies
    Augmented reality (AR)
    Virtual reality (VR)
    Mobile apps
    Haptic interface
    Emotional appeal
    Visual appeal
    Rights
    © 2020 Wiley This is the peer reviewed version of the following article: Mishra A, Shukla A, Rana NP et al (2021) From ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responses. Psychology and Marketing. 38(3): 385-396, which has been published in final form at https://doi.org/10.1002/mar.21436. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
    Peer-Reviewed
    Yes
    
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    Abstract
    Online retailers are increasingly using augmented reality (AR) and virtual reality (VR) technologies to solve mental and physical intangibility issues in a product evaluation. Moreover, the technologies are easily available and accessible to consumers via their smartphones. The authors conducted three experiments to examine consumer responses to technology interfaces (AR/VR and mobile apps) for hedonic and utilitarian products. The results show that AR is easier to use (vs. app), and users find AR more responsive when buying a hedonic (vs. utilitarian) product. Touch interface users are likely to have a more satisfying experience and greater recommendation intentions, as compared to AR, for buying utilitarian products. In contrast, a multisensory environment (AR) results in a better user experience for purchasing a hedonic product. Moreover, multisensory technologies lead to higher visual appeal, emotional appeal, and purchase intentions. The research contributes to the literature on computer-mediated interactions in a multisensory environment and proposes actionable recommendations to online marketers.
    URI
    http://hdl.handle.net/10454/18169
    Version
    Accepted manuscript
    Citation
    Mishra A, Shukla A, Rana NP et al (2021) From ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responses. Psychology and Marketing. 38(3): 385-396.
    Link to publisher’s version
    https://doi.org/10.1002/mar.21436
    Type
    Article
    Collections
    Management and Law Publications

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