| Popis: |
This chapter aims to position the sense of touch within the consumption context. The authors first define the sense of touch from cultural, sociological, psychological, and marketing perspectives. The authors provide an overview of the academic research of “what is touching” and explain its characteristics—i.e. “how do we touch”. Then the authors show the explicit and implicit influence the sense of touch has on our perceptual system and mind—i.e. information processing. At the end of the chapter, the authors expose how it influences consumers’ direct experience of product in store environments. |
