Product touch in the real and digital world: How do consumers react?

Giovanni Pino, Cesare Amatulli, Rajan Nataraajan, Matteo De Angelis, Alessandro M. Peluso and Gianluigi Guido

Journal of Business Research, 2020, vol. 112, issue C, 492-501

Abstract: This research examines how touching (versus not touching) tactile-functional products—namely those that provide a tactile feedback related to their utilitarian characteristics—affects these products’ expected ease of use, as well as consumers’ attitudes and intentions toward them. Three experimental studies investigated these effects by focusing on consumer electronics. Study 1 shows that product touch positively affects consumer attitude toward tactile-functional products via an increase of said products’ expected ease of use. Study 2 reveals that such an effect is moderated by consumers’ instrumental need for touch, that is, their propensity to touch products for diagnostic reasons. Study 3 demonstrates that even the mere imagination of product touch (vicarious touch) can boost the expected ease of using tactile-functional products and consumers’ intentions toward them. Thus, traditional and online retailers should be aware of the importance of actual and imagined product touch when striving to effectively market such products.

Keywords: Product touch; Tactile-functional products; Tactile feedback; Ease of use; Instrumental need for touch; Vicarious touch (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:492-501

DOI: 10.1016/j.jbusres.2019.10.002

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