| Summary: | 碩士 === 東吳大學 === 心理學系 === 102 === The prior literature suggests that orienting products toward a participant’s dominant hand enhances mental simulation of motor responses as well as purchase intentions (Elder & Krishna , 2012).This study examined, in two experiments, the impacts of affordance cues presented in a product on embodied mental simulation and purchase intention, as well as the interaction of this process with the processing of price infor-mation. It is expected that the increase in affordance cues facilitates the vividness of embodied mental simulation, leading to elevated purchase intentions. The processing of price information is affected to the extent that mental simulation is resourcing de-manding. Experiment 1 is a one factor design but did not find reliable effects of af-fordance cue on embodied mental simulation and purchase intention. Experiment 2 manipulated price information (high vs. medium vs. low) along with the amount of affordance cues in product (more vs. less). The result show the affordance cues re-sulted in significant effects on the embodied mental simulation and purchase inten-tions while the interaction between the affordance and price was marginally signifi-cant for embodied mental simulation. The more affordance cue was presented in a product, as the price rises reflect the embodied reduced ; The less of affordance cue evoked the medium price of the lowest , next the low price ,followed by the high price reflects the embodied mental simulation highest. These results have implications for the marketing practice of product and price presentation in the online environment.
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