Amitha Kalaichandran

Unsurprising (Touchy Feelgood)

Detail of frame from 'Darker Than Black: Gemini of the Meteor' episode 8, "Twinkling Sun on a Summer Day …"

This is the least surprising news since the last time we said something of the sort; via Amitha Kalaichandran at The Cut:

In the study, researchers from the University of British Columbia surveyed 99 people and found that they behaved more “rationally” when shopping at a desktop computer compared to a touchscreen device (in this case, an iPod Touch). In one experiment, for instance, participants using the touchscreen indicated that they were more likely to make a “hedonic” purchase, like a restaurant gift card, than they were to buy a more useful item like a grocery store gift card; for desktop users, the opposite was true. In another experiment, the study subjects took a test to measure their thinking style on a scale from experiential (a more freewheeling, impulsive thought process) to rational (careful, analytical). In general, those using the touchscreen were higher on the former way of thinking, and those on the desktop on the latter.

Part of the discrepancy, the researchers note, likely stems from the fact that touchscreens are just more fun to use: “When a consumer uses a touchscreen device, the novelty and fun generated by finger movements create experiential and affective feelings, in alignment with the playfulness and emotional nature of hedonic products,” they wrote.

No, really. Just try to tell yourself you didn’t see that one coming.

____________________

Image note: Detail of frame from Darker Than Black: Gemini of the Meteor.

Kalaichandran, Amitha. “Touchscreens Turn You Into a More Impulsive Shopper”. The Cut. 25 August 2017.