| In this study, two experiments involving a total of 200 participants were conducted. The first experiment was intended to compare the effects of single sensory cues (haptic or visual) and multi-sensory cues (haptic plus visual) on willingness to pay. Results showed multi-sensory cues led to higher willingness to pay. The second experiment was based on a two-factor between- subject design. The effects of sensory cues on willingness to pay were assessed with consideration of cognitive load. Results indicated that multi-sensory cues were more effective than single sensory cues in boosting willingness to pay, but the difference became insignificant in the presence of cognitive overload. Based on research findings, some managerial implications were proposed. |
Updated 07/09/2013