How does the device change your choice: A goal-activation perspective

Abstract

Mobile channel has contributed more and more traffic and sales in the online market. Despite considerable empirical investigations on sales across multiple devices, questions remain as to whether and how devices would influence consumer judgment and choice. Drawing on the Goal-Activation Theory and Decision System Theory, we posit that tablets trigger experiential goals and thus lead to preference for hedonic products; however, PCs and laptops trigger instrumental goals and thus lead to preference for utilitarian products. The effect is mediated by the decision system (relying on feelings vs. relying on logic). Data collected from an online experiment supported our hypotheses. Overall, this paper explains and demonstrates why the device would change consumer decision system and preference and the findings would benefit both researchers and practitioners.