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.

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International Journal of Research in Marketing
Department of Psychology

Pecher, D., & van Dantzig, S. (2016). The role of action simulation on intentions to purchase products. International Journal of Research in Marketing, 33(4), 971–974. doi:10.1016/j.ijresmar.2016.03.006