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How and why a touchscreen interface impacts psychological ownership and its downstream consequences

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  • Liu, Yunxin

Abstract

Touchscreen interfaces (e.g., smartphones and tablets) provide marketers with an excellent opportunity to reach more consumers. This research investigated how and why the interface mode (touchscreen vs. non-touchscreen) impacts psychological ownership and its downstream consequences in the food domain. In a series of three experiments, participants were asked to complete food-related tasks through either a touchscreen (e.g., smartphone) or a non-touchscreen (e.g., personal computer) interface. The results show that touchscreen (vs. non-touchscreen) interfaces induce higher psychological ownership. Two experiments demonstrated the mediating role of mental imagery using the measurement-of-mediation (experiment 1) and experimental-causal-chain design (experiment 2), respectively. The results also show that touchscreens (vs. non-touchscreens) result in positive product evaluations (i.e., willingness to pay and purchase intentions), and these effects are mediated through mental imagery and psychological ownership (experiment 3). Additionally, the results show that the effect of interface mode on mental imagery and the corresponding mediation effects are more likely to occur among unrestrained (vs. restrained) eaters (experiments 1&3). The results of an exploratory study found that consumers think these effects are undesirable and that they would benefit from avoiding these effects.

Suggested Citation

  • Liu, Yunxin, 2023. "How and why a touchscreen interface impacts psychological ownership and its downstream consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002752
    DOI: 10.1016/j.jretconser.2022.103182
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    References listed on IDEAS

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    1. Xiaoyu Wang & Hean Tat Keh & Hongrui Zhao & Yijie Ai, 2020. "Touch vs. click: how computer interfaces polarize consumers’ evaluations," Marketing Letters, Springer, vol. 31(2), pages 265-277, September.
    2. Zhu, Ying & Meyer, Jeffrey, 2017. "Getting in touch with your thinking style: How touchscreens influence purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 51-58.
    3. Potdar, Balkrushna & Guthrie, John & Gnoth, Juergen & Garry, Tony, 2018. "The role of psychological ownership in shoplifting prevention: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 253-265.
    4. Kumar, Vikas & Kaushal, Vikrant, 2021. "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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    6. De Canio, Francesca & Fuentes-Blasco, Maria, 2021. "I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Ozgun Atasoy & Carey K Morewedge & Vicki MorwitzEditor & Kristin DiehlAssociate Editor, 2018. "Digital Goods Are Valued Less Than Physical Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1343-1357.
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    9. Petit, Olivia & Javornik, Ana & Velasco, Carlos, 2022. "We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies," Journal of Retailing, Elsevier, vol. 98(2), pages 277-293.
    10. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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