Journal ArticleDOI
It Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion:
Joann Peck,Jennifer Wiggins +1 more
TLDR
The authors found that people who are motivated to touch because it is fun or interesting will also be persuaded by a communication that incorporates touch when they are able to make sense of how the touch is related to the message.Abstract:
Prior research has assumed that touch has a persuasive effect only if it provides attribute or structural information about a product. Under this view, the role of touch as a persuasive tool is limited. The main purpose of this research is to investigate the persuasive influence of touch as an affective tool in the absence of useful product-related information. The authors find that for people who are motivated to touch because it is fun or interesting, a communication that incorporates touch leads to increased affective response and increased persuasion, particularly when the touch provides neutral or positive sensory feedback. People who are not motivated to touch for fun will also be persuaded by a communication that incorporates touch when they are able to make sense of how the touch is related to the message. The authors explore the effectiveness of different types of touch in generating an affective response, and they replicate the effects on attitudes and behavior in a real-world setting. This research suggests that the marketing implications of touch are more substantial than previously believed. The authors present research implications for direct marketing, product packaging, point-of-purchase displays, and print advertising.read more
Citations
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Journal ArticleDOI
An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior
TL;DR: Sensory marketing as discussed by the authors is defined as marketing that engages the consumers' senses and affects their perception, judgment and behavior, which can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality).
Journal ArticleDOI
Cross-Sectional Versus Longitudinal Survey Research: Concepts, Findings and Guidelines
TL;DR: In this paper, the validity of cross-sectional versus longitudinal surveys is compared using two data sets and a Monte Carlo simulation. And the authors provide a set of guidelines to assist researchers in deciding whether to employ a longitudinal survey approach.
Journal ArticleDOI
The Effect of Mere Touch on Perceived Ownership
Joann Peck,Suzanne B. Shu +1 more
TL;DR: This paper found that merely touching an object results in an increase in perceived ownership of that object and that perceived ownership can also be increased through touch for legal owners, or sellers of an object.
Journal ArticleDOI
Sensory marketing: the multi‐sensory brand‐experience concept
TL;DR: In this paper, the authors present the multi-sensory brand-experience concept in relation to the human mind and senses, and propose a sensory marketing (SM) model.
Journal ArticleDOI
Sensory marketing, embodiment, and grounded cognition: A review and introduction
Aradhna Krishna,Norbert Schwarz +1 more
TL;DR: In psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in which mental activity is grounded in sensory experience as discussed by the authors, and the role of context sensitive perception, imagery, and simulation in consumer behavior.
References
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Related Papers (5)
To Have and To Hold:The Influence of Haptic Information on Product Judgments
Joann Peck,Terry L. Childers +1 more
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