The Science of Touch That Sells (Without You Even Knowing)
Psych 🧠- 331/500
Hello Reader.
This research paper provides a comprehensive review of touch research in consumer psychology and marketing.
What is it?
It covers a wide range of topics, from the basic principles of touch perception to the latest advancements in digital touch technologies.
It examines both product/object touch (how consumers interact with products through touch) and interpersonal touch (the role of touch in social interactions and consumer behavior).
Major findings:
Touch is a powerful sensory experience: Touching products can influence consumer evaluations, purchase decisions, feelings of ownership, and even taste perceptions.
Imagined touch can be influential: Simply imagining touching a product can increase feelings of ownership and influence product evaluations.
Interpersonal touch impacts consumer behavior: Touch from service providers can enhance customer satisfaction, compliance, and spending. However, unwanted touch, like accidental bumping, can have negative consequences.
Touch in language: Touch-related words and metaphors are pervasive in our language and can influence perceptions and decisions.
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What do I need to know:
This research underscores the vital role of touch in consumer psychology that highlights the vast & evolving landscape of touch research.
By embracing innovative technologies & tackling unanswered questions, marketing researchers can unlock the full potential of haptics to enhance consumer experiences and create more meaningful connections with products and brands.
Touch is essential for consumer experience: Marketers should recognize the importance of touch across both physical and digital environments.
Understanding the different roles of touch is crucial: Tailoring touch experiences to consumers' specific needs and motivations can enhance their effectiveness.
Technology can enhance and simulate touch: AR/VR and haptic feedback can compensate for the lack of physical touch in online environments.
Ethical considerations are crucial: As touch technologies advance, it's important to consider privacy and safety concerns, especially in the metaverse.
Source:
This post really highlights the intricate role that touch plays in our interactions with products and people. It's amazing to think how even imagined touch can create a sense of ownership. Marketers need to consider these nuances, especially with the rise of AR/VR technologies.
An interesting paper! I was somewhat aware of the role of touch in stimulating relevant consumer outcomes - for example, that touching a product makes consumers less likely to 'let go' of it than interacting online. However, I was not aware of other really intriguing results such as the effect of just imagining touching a product. Thanks for sharing.