Multisensory interaction in product choice: Grasping a product affects choice of other seen products

Abstract

Consumers often touch products before reaching purchase decisions, and indeed touch improves evaluations of the given product. The present research investigates how touching a given product influences perception and choice of other seen products. We show that grasping a source product increases the visual fluency of a haptically similar product, thereby increasing the likelihood of choosing that product, but not the willingness to pay for it (Study 1). We also show that visually crowded rather than sparse product displays increase the effect of touch on choosing other haptically similar products, and that individuals’ instrumental need for touch further modulates this effect (Study 2). Our results suggest that by manipulating or mimicking the haptic features (e.g., shape and size) of objects that consumers grasp while shopping, marketers can develop packaging that facilitates consumers’ visual processing of their products, thereby increasing choice of those products.

Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention

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The Effects of a First-Time Experience on the Evaluation of Battery Electric Vehicles by Potential Consumers

“…According to Krishna sensory marketing engages consumers' senses and influences their perception, evaluation, and behavior, usually aiming to increase their purchase intention [14]. Marketing methods in this context describe approaches that are connected to experience with a product or brand [83]. Pine, Pine, and Gilmore stress the importance of the customer in comprehending what an experience means to him or her [84].…”

Acercamiento teórico al marketing sensorial: sentidos, experiencias de marcas y modelos

“…Asimismo, los estudios de (Fernández C. , 2014;Streicher & Estes, 2016) demuestran que la vista y el olfato tienen características específicas que incentivan a los gerentes de marketing a utilizarlos en los espacios comerciales. Por ello, a continuación, se describe y analiza algunas de estas características: Tabla 2.…”