To touch or not to touch: Examining the role of choice set size
研究发现，当选择集较小时，触摸产品能带来更积极的结果；但当选择集较大时，触摸的正面效应减弱，因为感知选择困难增加。对于最大化心态的消费者，触摸大选择集反而有利。
Abstract Touch is a powerful means to explore one's environment and a critical sensory modality for information gathering. Previous research has shown the positive effects of product touch on key outcomes such as perceived product ownership and choice confidence, yet only in the context of consumers examining a solitary product or a small choice set. The current research draws on the choice overload hypothesis to examine whether a large choice set size attenuates the positive effects of touch. Our findings suggest that product touch results in more positive outcomes when choice sets are small (vs. large), with perceived choice difficulty mediating this effect (Experiment 1). The interactive effect of choice set size and touch is diminished in situations where touch conveys limited additional product information (Experiment 2). Further, we find that touching a large choice set can be advantageous among certain consumers, as those with a maximizing mindset respond more favorably to a large choice set when they can touch the items versus not (Experiment 3). We discuss research implications for the literatures on product touch, choice overload, and consumer mindsets, and practical implications for marketers as pertaining to assortment management, message framing, and online retail shopping environments.