Data from: Why are you swiping right? The impact of product orientation on swiping responses

Many apps require consumers to evaluate products by swiping them, to the right or left. This work explores whether product orientation affects the product evaluations communicated by swiping movements, compared with those made by pressing onscreen buttons. Building on stimulus-response compatibility (SRC) theory, which suggests that irrelevant product display features can activate certain behavioral responses when the product display and the behavioral response share a common dimension, this study predicts that the horizontal direction (left-to-right or right-to-left) cued by a product’s orientation should facilitate a swipe movement in the congruent direction. Five studies indicate that when people use swiping movements to evaluate objects, their evaluations are influenced by the object’s orientation, whereas evaluations conveyed through button presses reveal no orientation effect. The orientation effect for swiping responses also disappears when the objects contain a direction cue that is incongruent with their orientation, and when only one directional swipe movement is defined as a valid response option. Moreover, the effect holds for subjective evaluations but is eliminated for objective judgments, when these involve no time pressure.

诸多应用程序要求消费者通过左右滑动来对产品进行评价。本研究旨在探究相较于按下屏幕按键的评价行为，产品朝向是否会影响滑动动作所传递的产品评价结果。本研究基于刺激-反应兼容性（Stimulus-Response Compatibility, SRC）理论——该理论指出，当产品展示特征与行为反应共享同一维度时，无关的产品展示特征可激活特定行为反应——据此预测：产品朝向所暗示的水平方向（从左至右或从右至左），将促进与该方向一致的滑动动作。五项研究结果表明：当人们通过滑动动作评价物品时，其评价会受到物品朝向的影响；而通过按键操作传递的评价则未表现出朝向效应。当物品带有与其朝向不一致的方向线索，且仅将单一方向的滑动动作设为有效反应选项时，滑动反应的朝向效应也会消失。此外，该效应仅适用于主观评价，在无时间压力的客观判断中则会被消除。