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 tha...

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：相较于按压屏幕按键的评价方式，滑动操作所传递的产品评价是否会受产品朝向的影响。本研究基于刺激-反应兼容性（Stimulus-Response Compatibility, SRC）理论——该理论指出，当产品展示与行为反应共享同一维度时，无关的产品展示特征会激活特定的行为反应；据此提出研究假设：由产品朝向所暗示的水平方向（自左至右或自右至左），会促进个体做出与之方向一致的滑动操作。五项实验结果表明：当个体通过滑动操作评价物品时，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。当物品本身带有方向提示时，滑动操作对应的朝向效应也会消失……