Pavlov’s Buzz? Mobile Vibrations as Conditioned Rewards
Type
conference paper
Date Issued
2021-10-29
Abstract (De)
Although consumers interact daily with vibrating mobile devices, the influence of vibration on consumer decision-making is largely unknown. Here we examine how and why mobile vibrations modify consumer decision-making, finding that vibration can evoke a reward response that boosts purchasing, and that this response may be driven by classical conditioning.
Language
English
HSG Classification
contribution to scientific community
Publisher
Association of Consumer Research
Event Title
Association of Consumer Research
Event Location
Seattle (remote)
Event Date
October 28 - 30, 2021
Division(s)
Eprints ID
264702