Using a tablet (versus a mouse) when shopping online has been shown to increase a shopper’s overall preference. Three studies demonstrate that this effect is robust across various contexts. We hypothesize that consumers will like the products they explore on touch devices (e.g., tablets) because they can more easily imagine using the products (Shen et al., 2016). When given the opportunity to explore the items on the touch devices, even utilitarian products and that this effect will be robust across different contexts.

• John Yi(Le Moyne College, USA)
• Jesper Nielsen(University of Arizona, USA)