Study 2—Consumers’ Response to Haptic Cues

Generoso Branca ()
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Generoso Branca: Bocconi University

Chapter 7 in Virtual Reality, Real Intentions, 2025, pp 89-96 from Springer

Abstract: Abstract Study 2 examines haptic packaging cues, namely rough, baseline (normal), smooth, across Virtual Reality (VR) and physical reality on six outcomes. Results show no statistically significant between-condition differences overall for the haptic manipulations. Minor divergences emerge for smooth packaging on perceived sustainability and attitude toward packaging, but the relative preference structure remains stable. Across both environments, the ranking is consistent for perceived sustainability and the remaining outcomes. The rough packaging is preferred over the baseline pack, and the smooth packaging scores the lowest. Overall, evaluations are largely comparable across VR and physical reality, supporting VR for comparative assessment of haptic cues, despite the absence of tactile feedback in VR.

Date: 2025
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DOI: 10.1007/978-3-032-10142-6_7

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