What is in your hand influences your purchase intention: Effect of motor fluency on motor simulation

With the development of the advertisement industry, consumers are surrounded by increasing numbers of different types of visual stimuli (e.g., images on billboards, websites, and newspapers or videos on TV and social media). The present research aims to explore the effect of the connection between visual stimuli and objects in consumers’ hands on purchase intention based on motor simulation theory and motor fluency. The results of two studies demonstrate that when right-handed consumers review an image of food with tableware on the right (vs. left) side, they will have higher purchase intention for the food, while the effect reverses when their right hand is under high motor resource load. In addition, when right-handed consumers review an image of food with tableware on the right side and have nothing (vs. an object) in their right hand, they will have higher purchase intention for the food. However, if the image does not include tableware, placing tableware (vs. nothing or other objects) in the right hand of the consumers will induce higher purchase intention for the food. Our findings not only contribute to the literature on motor simulation, motor fluency, and motor resources but also provide valid insights for managerial applications.