Abstract

The experiment results reveal that the effects of interfaces, message type and NFT on product preferences are different according to product nature. For the hedonic product, there was 3-way interaction. In specific, when consumers in high NFT used the touch interface, the rational appeals for hedonic product increased product preferences. In contrast, the emotional appeals were more appropriate than rational appeals in the mouse condition. It means that the touch interface evoked low-level construals, resulting in more favorable attitude on product with rational appeals. By contrast, the mouse led to low-level construals, with resulting higher product preferences with emotional appeals than rational appeals. For the utilitarian product, in mouse condition, rational appeals for utilitarian product generated more positive product preferences than emotional appeals. The congruency effects between rational appeal and the mouse generated the increased preferences toward the utilitarian product. Unlike the hedonic product, however, we couldn’t find out the moderating effects of NFT.