What you touch, touches you: The influence of haptic attributes on consumer product impressions
| Autor: | Achini Tharaka Ranaweera, Hyun Seung Jin, Brett A. S. Martin |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Salience (language) InformationSystems_INFORMATIONINTERFACESANDPRESENTATION(e.g. HCI) media_common.quotation_subject ComputingMethodologies_IMAGEPROCESSINGANDCOMPUTERVISION Sensory marketing Texture (music) Pleasure Human–computer interaction Heavy weight Personality Product (category theory) Psychology Applied Psychology ComputingMethodologies_COMPUTERGRAPHICS Haptic technology media_common |
| Zdroj: | Psychology & Marketing. 38:183-195 |
| ISSN: | 1520-6793 0742-6046 |
| Popis: | The present research builds upon the touch literature to show that the salience of haptic product attributes related to product surface texture (smooth, rough) and weight (light weight, heavy weight) influence consumer product impressions. We propose that haptic cue congruity across texture and weight drive consumer product impressions depending on a consumer's need for touch (NFT). We show that high autotelic-NFT consumers who touch for sensory pleasure enjoyed the incongruity between smooth texture and heavy weight haptic cues, and consequently showed favorable evaluations towards exciting brands. In contrast, low autotelic-NFT consumers prefer the anticipated match between smooth texture and light weight haptic cues, which conformed to their expectation about the nature of a sophisticated brand personality. Further, we show how the interactive effect of haptic attributes and a consumer's autotelic-NFT on willingness to purchase is mediated by product personality. Implications for theory and practice are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Plný text