The effects of types of touch and haptic cues on choice overload

Although consumers are commonly exposed to numerous choices and the opportunity to touch products when they shop, the literature remains unclear on how both factors simultaneously affect choice. With the growth of online shopping, touch literature has studied the effects of mere touch (i.e., nondiagnostic tactile contact) or vicarious touch (e.g., observing a hand in physical contact with a product or imagining touching a product) to demonstrate that these nondiagnostic haptic inputs can comparably influence consumer attitude, just like diagnostic touch. By investigating the moderating effects of different haptic inputs on choice overload, this research reveals certain conditions in which nondiagnostic haptic inputs operate differently than those of diagnostic touch. We find that both mere touch (Study 1) and vicarious touch (Study 2) help reduce choice overload effects by eliminating the effect of choice set size on choice uncertainty, which is typically observed in the no touch (i.e., control) condition. As haptic cues have been increasingly employed to aid the online shopping experience for consumers, we also find that the choice overload effect is eliminated when an autotelic haptic cue is presented but amplified when an instrumental haptic cue is provided (Study 3). Besides, this research demonstrates that, while the moderating effects of the nondiagnostic haptic inputs are driven by increased personal control, instrumental touch can amplify choice overload effects due to the increased choice difficulty when choosing from large (vs. small) choice sets. These findings help retailers know what type of haptic cues to apply or avoid, as consumers have already been overloaded with abundant choices when they shop online.