Mobile advertising has evolved to involve various touch-based interactions, such as tapping and swiping, in an effort to captivate users. The current research focuses on a touch mode in interactive mobile advertising: drawing gesture. Building on embodied cognition theory, we propose that drawing a product-related symbol (vs. tapping) on the mobile screen serves as an embodied tool that nudges users' approach behavior toward the advertised product. Results from three field experiments and three online experiments show that drawing (vs. tapping) a product-related symbol on the mobile screen increases coupon claims for the target beverage drinks (Study 1), choice of the target reading lamp over an alternative lamp (Study 2), choice of the target VR experience over cash reward (Study 5), self-reported interest in the advertised brand (Studies 3, 4, 6), and willingness to try the service (Study 6). This effect occurs because drawing (vs. tapping) triggers a greater sense of endorsement of the product (Studies 2 and 3). Consistent with this mechanism, the nudge effect of drawing diminishes (a) when the meaning of the drawing gesture is not associated with the product or brand (Studies 4 and 5), and (b) when users experience low fluency in performing the drawing gesture (Study 6). This work contributes to digital nudge literature by unveiling the impact of drawing in interactive mobile advertising and provides implications for managers on mobile touch mode design.
