Swiping in any direction? An empirical investigation of the effects of swiping direction on consumer behavior

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Lehrstuhl für Marketing
Bachelor; Master


With a predicted global turnover of 7.39 billion US dollars in 2025 (Statista, 2022), online retailing is further on the rise. With the increasing proliferation of tablets and smartphones, traditional interfaces are also increasingly shifting from computer mice to touchscreens, opening up new possibilities for interaction with the screen as well as the objects displayed. One gesture that has become widespread, especially through social media, and is also being used more and more in the context of product presentation is that of swiping. Having a look at the marketplace, one finds different product presentations that can have an impact on consumers' perceptions and behavior. While ZARA lets its users swipe upwards to view more product images, customers of H&M swipe to the left.

From a scholarly perspective, this raises exciting questions, such as whether vertical swiping (up vs. down) or horizontal swiping (left vs. right) has an influence on how consumers perceive products and whether there are differences in purchasing behavior. It is also questionable, for example, whether this effect exists across different product categories.

The purpose of this thesis is to investigate the effects of swiping direction on the perception and behavior of consumers in a laboratory experiment in order to subsequently derive recommendations for action for managers. Since an app should be programmed within the scope of the work, basic programming skills are an advantage.

Please attach a short motivation letter of your application to your request (

Keywords: Product presentation; App Design; Consumer Behavior; Online-Retailing; Psychological Ownership