Kinesthetic Properties of Response Scales Yield Different Judgments

Abstract This research examines how the movements an interface requires of a consumer—that is, its “kinesthetic properties”—can alter what a consumer attends to when responding and, in turn, change the response itself. We compare the kinesthetic properties of two ubiquitous scale formats, slider and radio-button scales. Six studies (plus four in the Web Appendix) show dragging a slider (vs. clicking a radio button) elicits responses that are closer to the scale starting point. This effect occurs because the slider allows participants to engage with the scale as they consider their options. When dragging past each response option, attention is directed to that option, increasing its chance of being selected. Supporting this account, sliders only result in responses closer to the starting point when participants physically drag the cursor across options to their desired response, not when they directly click on it. Furthermore, participants dragging a slider interact with the scale earlier in the judgment process and exhibit a greater visual focus on left-side (vs. right-side) options on the scale compared to participants clicking a radio button. These findings suggest marketers, graphic designers, and researchers should consider how the kinesthetic properties of digital interfaces may shape consumer judgment.