Vicariously touching products through observing others' hand actions increases purchasing intention, and the effect of visual perspective in this process: An fMRI study.

ABSTRACT: The growth of online shopping increases consumers' dependence on vicarious sensory experiences, such as observing others touching products in commercials. However, empirical evidence on whether observing others' sensory experiences increases purchasing intention is still scarce. In the present study, participants observed others interacting with products in the first- or third-person perspective in video clips, and their neural responses were measured with functional magnetic resonance imaging (fMRI). We investigated (1) whether and how vicariously touching certain products affected purchasing intention, and the neural correlates of this process; and (2) how visual perspective interacts with vicarious tactility. Vicarious tactile experiences were manipulated by hand actions touching or not

SUBMITTER: Liu Y 

PROVIDER: S-EPMC6866361 | biostudies-literature | 2018 Jan

REPOSITORIES: biostudies-literature