Consumer Preference for Tactile Softness: A Question of Affect Intensity?

Abstract

Previous studies have shown that consumers with higher affect intensity expressed stronger preferences for softer car seat fabrics (Kergoat et al.). The present research aims to consolidate and expand these results. Across two studies, we attempt to determine whether the intensity of affect (as measured by the affect intensity measure; Larsen) is a more general construct involved in soft textile preferences. Through the evaluation of two product categories (car seat fabrics and washed‐shirt fabrics) and the manipulation of product sensory attributes, we were able to establish that affect intensity components (positive intensity and negative reactivity) play a role in soft textile preferences, independent of the product category. The highest predictive value of particular affect intensity components for softness preference is discussed in line with the multidimensional approach of the affect intensity construct (Bryant et al.). PRACTICAL APPLICATIONS This research highlights the significance of one emotional individual difference dimension (affect intensity) accounting for consumer tactile sensory preferences. Practically, it offers a way to characterize clusters of heterogeneous tactile sensory preferences observed in consumer tests. Furthermore, it represents a step in the understanding of underlying processes involved in soft tactile sensory preferences. We can assume these implications are not limited to the sense of touch and/or non‐food products. As a general emotional variable, the affect intensity construct must play a role in various blind sensory evaluation settings and be a significant tool for a typology of consumers.

Personality Classification of Consumers: A Comparison of Variables, Standardization and Clustering Methods

“…Personality traits, which relate to the “content” of behavior (Kergoat et al . ), tend to be stable over time where emotions are more transient (Revelle and Scherer ). Personality relates to the content of behavior, as opposed to emotion, which refers to the way a person behaves.…”

“…Kergoat et al . () suggested that using sociodemographic, economic measures, or usage/attitude questionnaires commonly provided insufficient information for understanding consumer preference. However, a study of consumer affect intensity and psychological properties (e.g., personality) would provide a better explanation to research scientists for understanding psychological components involved in fabric preferences.…”

“…Individuals possess a set of characteristics called personality, and those characteristics influence each person's pattern of thought, emotion, motivation and behavior. Personality traits, which relate to the "content" of behavior (Kergoat et al 2012), tend to be stable over time where emotions are more transient (Revelle and Scherer 2009). Personality relates to the content of behavior, as opposed to emotion, which refers to the way a person behaves.…”

Aligning Affective Responses with Fabric Features of Vehicle Seat: An Approach Using the Rasch Measurement Model

“…The extent to which measurements are repeatable depends on the sources of variance that are considered relevant in a study. Removing ambiguous or unfamiliar words from self-report questionnaires to mitigate variance as it is suggested by Barnes and Lilford [24] as well as minimal sensory variation in the perceptual task excepting the experimental stimuli as it is recommended by Kergoat and colleagues [32] are important actions in tests. Nevertheless, there will be no guarantee that the relative differences between numbers assigned to the scores would represent measures of people's impressions.…”

The Comfort Dimension; a Review of Perception in Clothing

“…Another dimension of tactile comfort which should be considered is affect intensity. By studying consumer preference for different textile having different sensory attributes, Kergoat et al (2012) reported that affect intensity plays a role in consumer soft textile preference. The aforementioned study involved car seats and shirts, cover both positive and negative emotions and was limited to fabric softness.…”