TY - JOUR
T1 - Conveying product weight in digital media using a hand image
AU - Jha, Subhash
AU - Balaji, M. S.
AU - Peck, Joann
N1 - Publisher Copyright:
© 2023
PY - 2023
Y1 - 2023
N2 - The present research examines the role of the image of a hand in an online product evaluation. Through eleven studies (i.e., six in the manuscript and five in the Web Appendix), we show that, when a hand image is depicted in an unsupported holding position (i.e., lifting a product), consumers’ confidence in their judgment of the product's weight is enhanced. This outcome increases product evaluation, purchase intention, and product choice. The hand image effect is mediated by a mental representation of a haptic experience (i.e., haptic imagery). Additionally, we show that an image of a hand in an unsupported holding position increases consumers’ confidence in the product's weight, while other hand positions or their absence do not have a similar impact. Online retailers can use our findings to employ hand images to influence the evaluations and purchase intentions of products in which weight is a salient haptic attribute.
AB - The present research examines the role of the image of a hand in an online product evaluation. Through eleven studies (i.e., six in the manuscript and five in the Web Appendix), we show that, when a hand image is depicted in an unsupported holding position (i.e., lifting a product), consumers’ confidence in their judgment of the product's weight is enhanced. This outcome increases product evaluation, purchase intention, and product choice. The hand image effect is mediated by a mental representation of a haptic experience (i.e., haptic imagery). Additionally, we show that an image of a hand in an unsupported holding position increases consumers’ confidence in the product's weight, while other hand positions or their absence do not have a similar impact. Online retailers can use our findings to employ hand images to influence the evaluations and purchase intentions of products in which weight is a salient haptic attribute.
KW - Hand image
KW - Haptic imagery
KW - Unsupported holding
KW - Weight
KW - Weight judgment confidence
UR - http://www.scopus.com/inward/record.url?scp=85164463409&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2023.07.001
DO - 10.1016/j.jretai.2023.07.001
M3 - Article
AN - SCOPUS:85164463409
SN - 0022-4359
JO - Journal of Retailing
JF - Journal of Retailing
ER -