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The role of action simulation on intentions to purchase products

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  • Pecher, Diane
  • van Dantzig, Saskia

Abstract

Previous research suggested that consumers' intentions to purchase products are increased when the product's depiction affords an action with the dominant hand than with the non-dominant hand. In eight experiments the authors obtained no evidence that consumers have higher intentions to buy products that are shown oriented towards their dominant hand than towards their non-dominant hand. The absence of a dominant hand advantage questions the role of action simulations in consumers' evaluations of visually depicted products.

Suggested Citation

  • Pecher, Diane & van Dantzig, Saskia, 2016. "The role of action simulation on intentions to purchase products," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 971-974.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:4:p:971-974
    DOI: 10.1016/j.ijresmar.2016.03.006
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    References listed on IDEAS

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    1. Ryan S. Elder & Aradhna Krishna, 2012. "The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 988-1003.
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    Cited by:

    1. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    2. Hoang, Dong & Breugelmans, Els, 2023. "“Sorry, the product you ordered is out of stock”: Effects of substitution policy in online grocery retailing," Journal of Retailing, Elsevier, vol. 99(1), pages 26-45.
    3. Nicole A Thomas & Rebekah Manning & Elizabeth J Saccone, 2019. "Left-handers know what’s left is right: Handedness and object affordance," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-20, July.

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